In 2024, the advertising world saw several campaigns that sparked outrage and controversy. From tone-deaf messaging to cultural insensitivity, these ads became cautionary tales for marketers. Google’s ad for its AI chatbot, Gemini, featured 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 ad for its latest iPad Pro showcased a hydraulic press smashing various items like a saxophone, piano, and books, before revealing the new device. The ad faced heavy criticism online, with one user describing it as “heartbreaking and egotistic.”
Nike’s “You Can’t Stop Us” campaign for the 2024 Paris Olympics, narrated by Willem Dafoe, ignited debate.
Marketing controversies in 2024 campaigns
While it mostly received rave reviews, Kevin Durant expressed dissatisfaction on Instagram after being left out of the ad. Bumble faced backlash for a billboard with the message: “You Know Full Well a Vow of Celibacy is Not the Answer.” Critics called the ad misogynistic and patronizing.
Dubbed “The Great Bumble Fumble,” the backlash forced the brand to pull the ad and issue an apology. Jaguar’s rebranding featured multicultural models in futuristic outfits, but the famous Jaguar face was absent from the logo. Elon Musk mocked the move, asking, “Do you sell cars?” The vague ad left many questioning its intent.
A Calvin Klein billboard featuring musician FKA Twigs stirred controversy. UK regulators initially banned the ad, saying it portrayed Twigs as “a stereotypical sexual object.” Twigs protested the ban, and regulators later reversed their decision but ruled the images were “overtly sexual.”
These controversies underscore the need for brands to thoroughly vet their creative strategies and engage with diverse perspectives to avoid such pitfalls in the future.
