Advertising, a field that thrives on capturing attention, often walks a tightrope between sparking conversation and inciting outrage. A misstep can lead to a global backlash. This article explores several advertising campaigns that have stirred controversy, examining the reasons behind the criticism and their impact on both the brands and the broader cultural landscape.
Diet Coke and Unauthorized Image Use
The Diet Coke brand itself has faced scrutiny, although not always for its direct advertising. In a recent lawsuit, Eva Pepaj, Lina Posada, and Dessie Mitcheson alleged that a gin mill used their photos without permission to promote events. The lawsuit further claimed that the restaurant altered the photos to falsely suggest the women endorsed or worked at the establishment. This incident highlights the importance of obtaining proper consent when using individuals' images for commercial purposes.
Protein World's "Beach Body Ready" Campaign
One of the most notable examples of advertising controversy is Protein World's "beach body ready" campaign. Featuring a slim model in a yellow bikini alongside the question "Are you beach body ready?", the campaign sparked widespread criticism for body-shaming and promoting unrealistic beauty standards.
The Backlash
The campaign, which appeared in London Underground stations, ignited a cultural firestorm. Protesters defaced billboards, launched petitions, and popularized the hashtag #EachBodysReady. The UK's Advertising Standards Authority (ASA) received hundreds of complaints and ultimately banned the slogan from future use.
ASA Ruling and Reactions
Despite the widespread criticism, the ASA initially cleared the ad, stating that the term "beach body" had a broader meaning encompassing feeling comfortable and confident in swimwear. The ASA argued that the ad did not imply that other body shapes were inferior or that women needed slimming supplements to feel confident.
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However, the watchdog had already stated that the ad cannot run again after voicing concerns about the campaign’s health and weight loss claims.
This ruling drew criticism from eating disorder charities. A spokeswoman for Beat expressed disappointment, arguing that the advert was irresponsible and that such toxic images could negatively impact vulnerable individuals.
Protein World's Response
Protein World maintained a combative stance, defending the ad and claiming it had been a "brilliant campaign." The company even revealed receiving a bomb threat following the launch. The campaign later debuted in the US, where it met with mixed reactions, including defacement with stickers proclaiming "this oppresses women."
The Allure of Celebrity Endorsements: A Diet Soda Flashback
Diet soda advertising has a history of using celebrity endorsements to boost its appeal. The 1980s saw a surge in celebrity-driven commercials, some of which became iconic:
- Sharon Stone's high-octane train ride for Diet Sprite.
- Whitney Houston's performance for Diet Coke.
- Michael J. Fox's quest for Diet Pepsi.
- Lynda Carter zinging Don Rickles over a Diet 7Up.
- Demi Moore's near-death experience for Diet Coke.
These commercials demonstrate the power of celebrity influence in shaping consumer perceptions and driving sales.
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User-Generated Content and the Limits of Control
Coca-Cola's "GIF the Feeling" campaign provides a cautionary tale about the challenges of controlling user-generated content. While the company intended to create positive and uplifting associations with its brand, users quickly found ways to subvert the campaign and inject their own messages.
The "Profanity" API
Coca-Cola implemented a content filter, or "Profanity API," to prevent the use of undesirable terms in user-generated GIFs. This filter blocked a wide range of words, including profanity, drug and alcohol-related terms, sexually suggestive language, political and religious terms, brand names, and words associated with violence, crime, and abuse.
Subversion and Unintended Consequences
Despite these efforts, users found ways to circumvent the filter and create subversive content. This highlights the inherent difficulty of controlling user-generated content and the potential for unintended consequences in brand marketing.
Controversial Ads: A Historical Overview
Numerous advertising campaigns have sparked controversy throughout history, often pushing boundaries related to sex, politics, and social issues. Here are some notable examples:
- GoDaddy's 2013 Super Bowl ad: Criticized for being gross, sexist, and exploitative.
- Calvin Klein's "Nothing comes between me and my Calvins" (1980): Caused outrage due to its sexual undertones and exploitation of a minor.
- Benetton's "AIDS" campaign (1992): Accused of exploiting grief to sell sweaters.
- Burger King's "Moldy Whopper" (2020): Disgusted viewers with its depiction of rotting food.
- Nationwide's "Make safe happen" (2015): Deemed manipulative and a downer for its somber message about child safety.
- KFC's "The whole chicken" (2017): Accused of mocking the suffering of chickens raised for meat.
- Tango's "Orange man" (1992): Led to children reenacting the slap, sometimes with injuries.
- Dove ad: Accused of implying that lighter skin was cleaner or preferable.
- H&M ad: Criticized for racist imagery.
- Heineken's "Sometimes, lighter is better" (2018): Criticized for racial overtones.
- LBJ Campaign's "Daisy" (1964): Accused of fearmongering and exploiting Cold War anxiety.
- Volkswagen's "Clean diesel" (2009-2015): Revealed as fraudulent due to the company's emissions cheating.
- Gillette's "The best men can be" (2019): Divided audiences with its message about challenging toxic behavior.
- PETA's "Last longer" Super Bowl ad (2016): Slammed for objectifying women and using sex as shock value.
- Calvin Klein's "CK jeans basement ads" (1995): Accused of sexualizing minors.
- Carl's Jr./Hardee's "Drive-In" (2012): Deemed too sexually suggestive for broadcast.
- Diesel's "Be stupid" campaign (2010): Criticized for glamorizing reckless behavior and sexual exposure.
- WWF's "Tsunami 9/11" print ad (2009): Condemned for exploiting tragedy.
- Burger King's "Women belong in the kitchen" (2021): Sparked outrage due to its misinterpreted message about gender inequality.
- Axe/Lynx campaigns (2000s): Derided for sexism and encouraging a toxic "lad" culture.
- Benetton's "Unhate" campaign (2011): Faced criticism for its depiction of world leaders kissing.
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tags: #Diet #Coke #bikini #ad #controversy