In 2024, the advertising world saw its share of controversies as several high-profile campaigns sparked outrage and criticism. From tone-deaf messaging to cultural insensitivity, these ads became cautionary tales for marketers. Google’s ad for its AI chatbot, Gemini, showed a young girl using it to write a fan letter to an Olympic athlete.
Critics slammed the ad, saying it suggested AI could take over creative activities like writing, which are important for kids’ imagination and self-expression. Apple’s “Let Loose” campaign for the new iPad Pro also faced heavy criticism. The ad showed a hydraulic press smashing various creative tools like musical instruments and cameras.
One user called it “heartbreaking and egotistic,” while another expressed distress over the destruction, calling it insensitive. Apple has since apologized. Nike’s advertising campaign for the 2024 Paris Olympics, narrated by Willem Dafoe, ignited debate.
The ad was criticized for its portrayal of athletes and underlying message.
advertising missteps and public outcry
Kevin Durant expressed dissatisfaction on Instagram about being left out of the ad.
A bright yellow billboard from dating app Bumble featured the message: “You Know Full Well a Vow of Celibacy is Not the Answer.” Critics called the ad misogynistic, accusing it of shaming women who avoid casual sex. Dubbed “The Great Bumble Fumble,” the backlash forced Bumble to pull the ad and issue an apology. Jaguar’s new logo and rebranding campaign also sparked questions.
The famous Jaguar face was absent from the logo, and Elon Musk even mocked the move, asking, “Do you sell cars?” Many felt the ad was more like a fashion campaign than one for cars. A black-and-white Calvin Klein billboard featuring FKA Twigs stirred controversy as well. UK regulators initially banned the ad, saying it portrayed Twigs as “a stereotypical sexual object.” Twigs protested the ban, pointing out similar campaigns that weren’t censored.
The regulators later reversed their decision but still banned the “overtly sexual” images in public spaces where people under 16 could see them. These cases illustrate the fine line brands must walk in advertising. Missteps can quickly lead to backlash, emphasizing the importance of sensitivity and awareness in campaign creation.
The controversies of 2024 serve as reminders for marketers to thoroughly vet their strategies and engage diverse perspectives to avoid such pitfalls in the future.
