Musk Dismisses Billboard Campaign as The Dawn Project's Super Bowl Commercial Sparks NTSB Controversy

During Super Bowl LVIII in early 2024, Elon Musk found himself in the crosshairs of a high-profile advertising campaign, leading to a sharp exchange that highlighted growing tensions around Tesla’s autonomous driving technology. The incident centered on a Super Bowl commercial produced by The Dawn Project, an organization critical of Tesla’s self-driving capabilities, which drew immediate legal and regulatory scrutiny.

NTSB Officially Denies Involvement In Anti-Tesla Super Bowl Campaign

The National Transportation Safety Board moved swiftly to distance itself from the anti-Tesla messaging, issuing a formal statement declaring it had not authorized or endorsed the advertisements. The regulatory agency identified a critical legal violation: The Dawn Project had used the NTSB’s official seal without permission in the Super Bowl commercial broadcast.

In a stern letter to The Dawn Project, the NTSB emphasized the violation of federal law, stating that the organization had not obtained authorization to display the agency’s seal and that such unauthorized use “spuriously implies endorsement” of the group’s message. The agency demanded immediate cessation of the seal’s use, characterizing it as “unlawful.” This direct action underscored the seriousness with which federal regulators treat misuse of their official symbols and authority.

The Dawn Project’s Safety Challenge Against Tesla’s Full Self-Driving

Behind the Super Bowl commercial lay broader concerns about Tesla’s autonomous driving capabilities. The Dawn Project, founded by tech entrepreneur Dan O’Dowd, positions itself as a watchdog for software safety across various applications. Through its dual advertisements during the championship game, the organization leveled specific accusations: that Tesla had disregarded multiple safety warnings about its Full Self-Driving software and continued deploying the technology despite unresolved concerns.

O’Dowd’s message was direct and provocative, urging consumers to boycott Tesla and protect their families. “When you buy a new Tesla you are financing and enabling Elon Musk to put a dangerous, unfinished product on our public roads,” O’Dowd stated publicly, calling for collective action to keep children safe from autonomous vehicles.

Musk’s Blunt Response to The Dawn Project’s Campaign

Rather than engaging with the substantive safety allegations, Elon Musk opted for dismissal, describing O’Dowd’s position with a single caustic remark: “He has lost his marbles.” The Tesla CEO also characterized the unauthorized use of the NTSB seal as predictable behavior, suggesting it was unsurprising that The Dawn Project’s founder would break federal law to amplify his message. Musk’s response reflected frustration with what he viewed as baseless attacks on Tesla’s self-driving technology and a preference for direct mockery over detailed rebuttal.

The clash underscored the intensifying public debate surrounding autonomous vehicle safety, regulatory oversight, and the role of corporate accountability in emerging technologies. While The Dawn Project’s Super Bowl commercial gambit generated significant attention and legal consequences, the underlying questions about Full Self-Driving’s readiness for widespread deployment remained contested.