PITTSBURGH _ Maybe it just wasn't meant to be.
The first-ever commercial set to air during the Super Bowl for Pittsburgh-based vitamin and supplements retailer GNC has been rejected by the network after the ad apparently ran afoul of NFL sensitivities.
The abrupt cancellation was a bitter pill for GNC, which announced the 30-second spot in December as part of a rebranding effort aimed at recapturing market share.
A 30-second ad during the upcoming Feb. 5 Super Bowl reportedly starts at $5 million.
"While we are disappointed by Fox Sports/NFL's late-in-the-game decision to exclude our ad from the Super Bowl, we continue to be excited about the campaign," GNC said in an email Tuesday.
The company said the ad, which involved "inspiring stories of the courage to change," would run in numerous media outlets. The company declined further comment.
The National Football League issued a statement saying it told Fox not to run the commercial during the Super Bowl or any NFL programming.
"This is consistent with our policies that prohibit the advertising of supplements," the league said in an email.
According to news reports, the NFL objected to GNC's sponsorship because the company sells substances banned by the league. The company reportedly is on a list of "prohibited companies" that NFL players are warned not to endorse.
