Earlier this month, we told you about ad campaigns we loved. This time, we’re bringing you campaigns that missed the mark. But don’t worry—along with explaining why these ads weren’t “the move,” we’re also including the lessons we can learn from them.
Not every ad you run may be a hit, but there’s a big difference between a dud and a disaster, and we’d like you to be able to keep your side of the advertising street clean.
Pepsi, “Live for Now”
In a time of unrest and uncertainty, when everyone was already on edge, Pepsi’s ad featuring Kendall Jenner offering a Pepsi to a police officer during a protest was widely criticized for appropriating social justice movements. To suggest that complex systemic issues could be solved by a celebrity passing out Pepsi felt reductive and tone-deaf.
What you can learn: It’s great to be informed about current societal problems and let that inform your campaigns in a respectful way. It’s never okay to diminish social movements or make them feel like a marketing gimmick.
McDonald’s, “Dead Dad”
A prime example of an ad idea that was meant to pull on heartstrings but landed as anything but heartfelt. We see a man visit a McDonald’s restaurant to eat his deceased father’s favorite meal. While intended to be emotional, many viewers found it in poor taste, as it felt like the brand was exploiting grief for marketing purposes.
What you can learn: Be careful with appeals to emotion. When wielded well, emotional campaigns can have a powerful impact, but it’s a fine line. It’s very easy to misstep into something that feels insincere or exploitative.
Victoria’s Secret, “The Perfect Body”
In 2014, it felt like society was finally coming out of the toxic diet culture of the early aughts, making this tagline not only fall flat but also some viewed as downright problematic. The cascade of mostly white, strikingly thin models failed to appeal to a more diverse and accepting audience and instead felt like it was promoting unrealistic body standards for women.
What you can learn: Body positivity isn’t a passing trend; it’s an attitude that’s here to stay. Brands in the fashion industry need to promote inclusivity and embrace diverse body types.
Chrysler, “Imported from Detroit”
When Eminem signed on, it was easy to feel like you had an impenetrable hit. However, this ad was another one where the emotional tone felt exploitative. The emphasis on the “grit” and “determination despite it all” made it seem like Chrysler was willing to capitalize on the city’s struggles without acknowledging the root cause of those issues. Additionally, the cars weren’t even produced in Detroit, further adding to the exploitative feelings.
What you can learn: Authenticity is key, and consumers will do their homework. Brands should avoid exploiting real-world issues or urban environments for marketing without a genuine connection to the product or cause.
While advertising is a powerful tool for connecting with audiences, it also requires careful consideration of tone, authenticity, and sensitivity to societal issues. The ads discussed above fell short because they missed the mark on respecting the audience, misused emotional appeal, or failed to live up to their promises.
We get it, when you’re the one making decisions on your ad campaigns it can be hard to have a zoomed-out perspective to know if you’re on the right track. We’ve worked on numerous campaigns and thus have the experience and instinct to know if a campaign is on the right track, and we’re here to help you avoid emotional pitfalls in your own marketing!
