The Impact of Controversial Ad Campaigns

Brands are feeling more pressure than ever before to remain relevant and create a positive impact with their advertising...

Brands are feeling more pressure than ever before to remain relevant and create a positive impact with their advertising. You may have noticed how ad campaigns in recent years obviously reflect the pressure to be inclusive in representation while promoting their brand.

Unfortunately, tackling a sensitive social issue or any topic that generates strong feelings can either have great success or fail spectacularly while alienating customers. You can look back through the last several years and see examples of brands that got it right and those that missed the mark. This makes them seem out of touch or downright offensive. However, if the subject is approached with honesty, respect, and compassion, it may just spark new interest and skyrocket a product and the brand's visibility. Here are some examples of controversial ads.

Dolce & Gabbana's Dolce Vita

Dolce and Gabbana have recently paired with Baci Chocolates to create a delectable treat to represent their brand. While the chocolates themselves look delicious, what stands out about the advertisement is the message that all love is equal. You can see couples kissing affectionately while music plays in the background. The couples include gays and older folks. The simple way the topic is handled works.

D&G have made other efforts to expand their image and target customers by their introduction of expanded sizing to be more inclusive. More brands are becoming aware of the need to offer clothing in realistic sizes that fit women of all shapes.

Dove's Before and After

An example of a poorly thought-out ad campaign is Dove's racist message. They have actually had several similar campaigns in the past. The before and after shows women of color as the before, and white women as the after, implying that lighter skin is better. Dove claims that this was accidental and removed the ad.

Pepsi's Social Issue Fail

Most of you probably remember the backlash that Pepsi and Kendall Jenner faced for their ill-timed and badly envisioned ad. It was released in reference to the Black Lives Matter movement. Pepsi made light of a serious social issue, alluding to the fact that racial injustice and inequality, bullying, and all manner of negative behavior could be fixed by simply sharing a soda.

The ad caused widespread anger and was eventually removed. Bringing attention and awareness to an important social issue can be a good thing, but it must be handled correctly. Brands must keep in mind that if they are going to reference a controversial topic, there are rules for doing it right. Trying to make a profit by mishandling something so serious causes offense to many, and has the opposite intended effect of customers boycotting the brand.

Mr. Clean's Confusing Message

Yet another failed advertising campaign was Mr. Clean's Mother's Day promotion. The ad featured a mother and daughter pair cleaning together, and the message for mom to take the day off. The public was both confused and outraged. Were they implying that cleaning is women's work, but you can take a break since it's a holiday? The secondary message that mothers should train their daughters to clean up after everyone else also caused anger.

These are just a few examples of many. Keeping it simple, natural, and elegant like Dolce and Gabbana's approach can make a positive impact. However, a single thoughtless remark, line of text, or product placement can ruin a brand.

As brands race to compete in this changing world. they must learn to step up their game and practice better awareness. Campaigns need to be approached with more thoughtfulness and attention to the actual message that is being portrayed.