Bold advertisements stimulate discussions, trigger debates, and frequently become viral. However, they also present dangers—when executed properly, they enhance brands; when poorly judged, they provoke negative reactions, often leading to controversial ads that stir public backlash or even turn into banned commercials.
At Vidico, we’ve observed how companies such as Spotify, Square, and TikTok leverage controversy to engage audiences and expand their reach. While some may argue these are clever marketing tactics, others see them as unethical adverts that push boundaries too far.
In this piece, we analyze the most contentious advertisements in history—ads that defied conventions, ignited movements, and engaged viewers in discussions long after their broadcast. From controversial ads that challenged norms to banned commercials that crossed legal or ethical lines, we explore the fine line between innovation and provocation. Let’s get started.
The Most Controversial Ads of All Time
Commercial of General Motors titled “Robot Suicide”
In 2007, General Motors became mired in controversy after its Super Bowl advertisement was broadcast. The television spot, one of the most controversial ads of that year, showcased a robotic line leaping from a bridge after being let go by the car company for not meeting its responsibilities.
Although the commercial aimed to highlight GM’s commitment to quality, many viewers saw it as one of the more inappropriate advertisements aired during a prime-time event. The American Foundation for Suicide Prevention condemned it, arguing that it delivered a harmful and incorrect message, sparking widespread concern over the impact of such controversial TV ads.
In reaction to the criticism, General Motors quickly pulled the advertisement from circulation only five days following its first broadcast.
PETA’s “Last Longer” Advertisement
The nonprofit group PETA is known for challenging limits with its controversial ads, and its Super Bowl commercial in 2016 definitely generated buzz. The NSFW (Not Safe For Work) advertisement showed two couples in sexual situations, with one couple classified as meat eaters and the other as vegans.
The advertisement’s premise was to imply that people who avoid meat enjoy longer sexual experiences, a statement lacking scientific backing. While the ad was bold and attention-grabbing, many critics labeled it a bad example of advertisement due to its exaggerated claims and suggestive content.
Ultimately, advertising executives deemed it one of the more problematic advertisements of the year, and its provocative nature led to it being prohibited from broadcast.
Love’s Baby Soft “Innocence Is Sexier Than You Think.”
The advertisement opens with the phrase, “There’s just one individual whom no one can resist, and that’s a baby,” while a woman is seen licking a lollipop.
The narrator goes on to depict the baby maturing into someone “very sexy,” which is quite unsettling.
They offer items such as lotion, baby powder, mist, and bubbly baths.
Holiday Inn’s Super Bowl Ad Featuring “Bob Johnson”
In this advertisement, Holiday Inn contrasts multimillion-dollar hotel upgrades with a situation at a school reunion. The image shows a tall, blonde transgender woman captivating those around her, as the narrator comments, “It’s incredible the transformations one can achieve with a few thousand dollars.”
When a male classmate recognizes the woman as “Bob Johnson,” he noticeably recoils.
The Super Bowl ad generated varied responses from the LGBTQ+ community. Although some valued the effort to highlight inclusivity, others deemed the depiction of transgender people as subjects of shock or mockery to be disrespectful.
Because of the controversy and negative reactions it caused, the advertisement was ultimately withdrawn from circulation by Holiday Inn.
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Dove’s Facebook Advertisement on “Real Beauty”
Dove’s “Real Beauty” advertisement on Facebook provoked anger when it showed up on social media feeds. The advertisement showcased a moment in which a Black woman raised her shirt, and in just three seconds, she changed into a white woman. Later, as the white woman raised her shirt, she changed into a Latina woman.
Numerous viewers found themselves confused by the advertisement’s message regarding the cosmetics brand, with some perceiving it as racially insensitive or possibly racist.
The backlash and confusion led Dove to apologize for the controversy related to the Facebook post. The company issued a statement and expressed regret for any offense generated by the advertisement’s visuals.
SalesGenie’s “Talking Pandas”
Sales Genie’s animated advertisement sparked debate. It showcased speaking pandas with exaggerated Asian accents trying to rescue their bamboo furniture shop from shutting down. Nonetheless, the advertisement faced significant backlash, as viewers described it as offensive and discriminatory.
In reaction to the uproar, the company’s chairman, Vinod Gupta, who wrote the contentious advertisement himself, acted quickly. Acknowledging the ad’s inappropriate content, Gupta opted to withdraw it from broadcasting.
Coinbase QR Code Advertisements
In 2022, a cryptocurrency ad was labeled as one of the most “irritating” and contentious Super Bowl commercials. The advertisement showcased a straightforward idea: a QR code that changes colors as it gradually moves across a black background.
Upon scanning, the QR code led users to the Coinbase site, where the message displayed was: “Less talk, more Bitcoin.”
Pot Noodle’s advertisement “The Horn” in the UK
In 2005, a pasta company became infamous for its provocative advertisements, with the “Horn” commercial being the tipping point for numerous discontented viewers in the UK.
The advertisement showed a man entering a social event with a horn hidden in his trousers, leading to comical situations. It is said that the Advertising Standards Authority (ASA) prohibited the ad due to public outcry.
Popchips and Ashton Kutcher’s “Dating Video” Advertisement
Allegedly, dating and chips are a perfect match, which is why Popchips deemed it appropriate for Ashton Kutcher to play different dating prospects in their advertising campaign.
Nonetheless, one of the characters Kutcher portrayed was an Indian man called Raj, leading to a surge of criticism from audiences. Numerous individuals viewed the depiction as racist, resulting in extensive condemnation of the advertisement. Ultimately, the advertisement was removed from circulation.
Commercials Featuring “Felicia the Goat”
Who could have imagined that a “hip-hop” goat called Felicia would be at the heart of one of the most controversial commercials ever created?
In the three-part series, the goat participates in various contentious scenes, such as battling a server, being restrained by a police officer, and appearing in a police lineup made up exclusively of Black suspects.
Even though Tyler claimed that the advertisements were not racist, the company stirred controversies and faced backlash on social media.
Pepsi’s “Global Message of Unity”
Indeed, it’s the notorious Pepsi advertisement. Kendall Jenner giving someone a soda at a protest for justice, police violence, and rights isn’t exactly the ideal way to foster unity. Pepsi quickly pulled the advertisement following substantial backlash.
Their “Live for Now” marketing campaign, which lasted only 24 hours before it was withdrawn, showcased a two-and-a-half-minute advertisement portraying a varied group of young individuals protesting against police officers and other unclear issues.
Considering the backdrop of the active Black Lives Matter movement, then, it’s easy to infer what Pepsi aimed to convey. In reaction to the backlash, Pepsi quickly withdrew the advertisement with Kendall Jenner and issued an apology.
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Carl’s Jr. “All Natural Burger”
Some may contend that Carl’s Jr. was obsessed with sexism and toxic masculinity in their advertisements.
In a 2015 advertisement, a model walks through a farmer’s market entirely nude, with strategically positioned items concealing specific parts of her toned figure.
The ad also presented the punchline, “She’s not the only all-natural one,” as the brand launched its new burger.
Bristol Dry Gin’s “Lootin’ Shootin’” advertisement in the UK
A gin brand in the UK made a contentious choice to promote its alcohol by using protests and riots.
Even though it wasn’t an advertisement, their tweet declared, “When the shooting begins, the looting begins.” “Ranked as the top gin by rioters due to its intricate herbal blend and extreme flammability.”
Burger King – Women Belong in the Kitchen
It appears that Burger King overlooked the functionality of Twitter because, in 2021, they tweeted, “Women belong in the kitchen.”
Why would Burger King share something so overtly misogynistic? After reviewing the attached responses, users found that the original tweet aimed to highlight that merely 20% of chefs are female. The Burger King ad emphasizes the necessity for greater chances for women to engage in culinary professions.
Regrettably, Burger King overlooked the fact that the majority of Twitter users browse their feeds instead of engaging deeply with the content. Consequently, numerous users observed Burger King supporting sexism rather than advocating for equality. Not an impressive video marketing approach, BK!
Nivea – White is Purity
At times, you come across a contentious advertising campaign and think, “How could they not see how detrimental this appears?”
In 2017, the German skincare company NIVEA encountered immediate backlash after launching its new advertising campaign on social media. Users rapidly noted that the slogan “white is purity” might be viewed in a concerning manner.
The advertisement aimed to advertise NIVEA’s invisible deodorant, likely emphasizing that the item wouldn’t mark white apparel. Nonetheless, a lot of consumers understandably viewed it differently.
It’s puzzling how no one at NIVEA recognized the racial implications in this advertisement, yet they quickly admitted their error and initiated damage control efforts.
Following the company’s apology, NIVEA tried to rectify the situation by incorporating a segment on “inclusivity” into its fundamental values. Nonetheless, some perceived this as an insincere effort to suppress the public outcry.
Frequently Asked Questions
What kinds of ads might be considered offensive?
Ads can be objectionable when featuring insensitive, discriminatory, or culturally unsuitable material.
This may encompass portrayals of racial injustice, the enslavement of African-Americans, using the f-word loudly, disrespecting the national anthem, violence among young boys or girls, excessive displays of chest hair or beach-body physiques, or various other discriminative acts that elicit intense negative responses from audiences.
Controversial advertisements such as Coolest Monkey in the Jungle and Twelve Years a Slave can harm a brand's image and result in boycotts or public anger, sabotaging the goals of marketing efforts.
What makes provocative or contentious advertisements capture interest?
Ads that are provocative or contentious can attract attention by challenging expectations and eliciting emotional reactions from audiences. These advertisements can engage people's attention and spark extensive conversation and debate by addressing contentious issues or challenging limits.
Moreover, generating controversy can capture media attention and social media engagement, enhancing the ad’s reach and effectiveness.
Final Words
The most contentious advertisements can serve as a double-edged sword for marketers. Although they can captivate interest, ignite conversations, and create excitement for a brand or product, they also involve considerable risks.
Controversial advertisements can distance or upset specific audience groups, resulting in backlash, adverse publicity, and harm to a brand’s image.
Consequently, advertisers need to thoroughly evaluate the possible advantages and disadvantages of producing controversial content, making sure it corresponds with their brand principles and conveys their message effectively while respecting ethical and cultural boundaries.
Make certain that your message connects with your audience and reflects your brand’s values. Allow Prolific Studio, one of the best animation studios in LA, to create an engaging and insightful campaign for your company. Get in touch now!
