Among the slew of ads that ran during Super Bowl 50 on Sunday was one for Colonial Williamsburg, the living-history museum tourist attraction.
But an "iconic" moment included in the TV spot has been met with backlash.
The commercial, narrated by Tom Brokaw, shows historical video and images, in reverse, of iconic American moments, including JFK, Martin Luther King Jr., the end of WWII and the collapse of the North Tower of the World Trade Center. It is that 9/11 moment that has drawn ire.
Saturday Night Live's Taran Killam is one of those not pleased with the ad and went back and forth with Colonial Williamsburg over Twitter about it.
Did Colonial Williamsberg just show 9/11 footage in reverse? Seems a bit unearned.
In a statement sent to The Hollywood Reporter on Monday, Colonial Williamsburg said it recognized that "some of the images depicted in the ad are jarring."
"We understand and respect that some of the images depicted in the ad are jarring. However, the small data point of people who objected to some of the imagery in the ad does not represent the total viewership. Not even close. We have received an outpouring of support on social media for the ad and its simple, powerful message: All that is past is prologue. Our ad is meant to walk viewers backwards through time, challenging them to reflect on how our collective history and struggles shape who we are as Americans today. We cannot forget our sacrifices or our tragedies even as we celebrate our accomplishments. Colonial Williamsburg does not shy away from these difficult moments in our history because they have made us who we are just as surely as our many triumphs."
Related: Also see the most iconic images from 9/11:
9/11/2001: 14 most iconic images of 9/11
Colonial Williamsburg criticized for 9/11 image in Super Bowl ad
NEW YORK - SEPTEMBER 11, 2001: (FILE PHOTO) A fiery blasts rocks the south tower of the World Trade Center as the hijacked United Airlines Flight 175 from Boston crashes into the building September 11, 2001 in New York City. Almost two years after the September 11 attack on the World Trade Center, the New York Port Authority is releasing transcripts on August 28, 2003 of emergency calls made from inside the twin towers. (Photo by Spencer Platt/Getty Images)
Sarasota, UNITED STATES: TO GO WITH AFP STORY 'Americans mark 9/11 anniversary with new questions on vulnerability' - (FILES) US President George W. Bush has his early morning school reading event interupted by his Chief of Staff Andrew Card (L) shortly after news of the New York City airplane crashes was available in Sarasota, Florida 11 September 2001. AFP Photo Paul J. RICHARDS (Photo credit should read PAUL J. RICHARDS/AFP/Getty Images)
Americans mark 9/11 anniversary with new questions on vulnerability' - This 11 September 2001 file photo shows Marcy Borders covered in dust as she takes refuge in an office building after one of the World Trade Center towers collapsed in New York. Borders was caught outside on the street as the cloud of smoke and dust enveloped the area. The woman was caught outside on the street as the cloud of smoke and dust enveloped the area. AFP PHOTO/Stan HONDA (Photo credit should read STAN HONDA/AFP/Getty Images)
New York, UNITED STATES: TO GO WITH AFP STORY 'Americans mark 9/11 anniversary with new questions on vulnerability' - (FILES) The rubble of the World Trade Center smoulders following a terrorist attack 11 September 2001 in New York. Americans mark the fourth anniversary of the September 11, 2001 terror attacks Sunday nagged by new burning questions about their readiness to confront a major disaster after the debacle of Hurricane Katrina. AFP PHOTO/Alex Fuchs (Photo credit should read ALEX FUCHS/AFP/Getty Images)
394471 13: Firefighter Tony James cries while attending the funeral service for New York Fire Department Chaplain Rev. Mychal Judge, in front of the St. Francis of Assisi Church September 15, 2001 in New York City. Judge died while giving the last rites to a fireman in the collapse of the World Trade Center. The World Trade Center was destroyed after both the landmark towers were struck by two hijacked planes in an alleged terrorist attack on September 11. (Photo by Joe Raedle/Getty Images)
NEW YORK - SEPTEMBER 8: The 'Tribute in Light' memorial as seen from Bayonne, New Jersey, consists of two shafts of light to represent the World Trade Center Twin Towers, is tested before the fifth anniversary of 9/11 terrorist attacks September 8, 2006 in New York City. (Photo by Sylwia Kapuscinski/Getty Images)
NEW YORK- SEPTEMBER 3: A wax replica of Thomas Franklin's photograph from September 11, is seen at Madame Tussaud's wax museum September 3, 2002 in New York City. The replica is to be part of an exhibit at the museum called 'Hope: Humanity and Heroism.' (Photo by Spencer Platt/Getty Images)