6 Scandalous Advertising Campaigns

Contents:

• An unsuccessful metaphor frightened and angered the audience
• A controversial image of a children's party brought fame to a beverage manufacturer
• An unsuccessful provocation ruined the reputation of a brand of tea drinks
• People misheard the brand name, and this brought it popularity
• "Petushki" and "pddbir" attracted attention to the kick-sharing service
• Viewers saw racism in a ketchup smile
• Why advertising is becoming scandalous

Advertising campaigns sometimes fail to live up to expectations. Sometimes, advertising goes unnoticed and fails to deliver the intended results. In other cases, a campaign generates widespread attention, and in some situations, the lack of attention to advertising becomes less of a problem for the brand. It's important to understand that successful advertising requires careful strategy development, target audience analysis, and adaptation to changing market conditions. Effective advertising campaign management minimizes risks and increases the likelihood of achieving desired results.

This article from the Marketing editorial team presents six recent advertising campaigns that have elicited diverse reactions from consumers. These examples illustrate how risky provocative approaches in advertising can be. We analyze how creative solutions can influence brand perception and generate discussion among the audience.

• An unsuccessful metaphor scared and angered the audience
• A controversial image of a children's party brought fame to a beverage manufacturer
• Provocation ruined the reputation of a tea drink brand
• People misheard the brand name, and this made it popular
• "Petushki" and "pddbir" drew attention to the kick-sharing service
• Viewers saw racism in a ketchup smile
• Why advertising becomes scandalous

An unsuccessful metaphor scared and angered the audience

In 2024, at the presentation of new Apple tablets, an advertisement called Crush was presented. This minute-long video shows a large hydraulic press slowly compressing paint cans, musical instruments, electronics, sculptures, and other objects that represent creativity, entertainment, and technology. The video focuses on the contrast between destruction and creation, highlighting how technology can transform and reimagine everyday objects.

When the colored streaks from these objects are released, the press lifts, revealing an iPad Pro inside. The campaign's central idea is that an ultra-thin tablet can replace the traditional toolbox for leisure and creativity. The iPad Pro offers a wide range of features that meet the needs of both professionals and amateurs. It allows you to create, edit, and share content, making it an ideal solution for those who value mobility and versatility.

The reaction to Apple's ad was completely unexpected. The comments section of the video, posted on CEO Tim Cook's page, immediately filled with negative comments. Social media users described the ad as "heartbreaking," "creepy," and "utterly disgusting." This clear discrepancy with the company's expectations underscores the importance of understanding the audience and their reactions to advertising materials.

Japanese viewers expressed their negative reaction to the ad. Many Japanese viewers noted that the video showed disrespect for creative work and the tools used. On social media, users noted that the video's content "destroys everything that man creates" and that it looks "cold and soulless."

Most likely, the reaction was caused by Japanese cultural peculiarities. In Japanese tradition, objects are ascribed a soul, reflecting the belief in tsukumogami. Therefore, the Japanese perceived the scene with the press as a symbolic act of destruction of creative heritage, carried out by a soulless machine. This highlights the importance of respect for culture and art, as well as the influence of traditional ideas on the perception of modern technology.

The scandal surrounding Apple advertising has taken an unexpected turn. It turned out that the company's commercial has significant similarities with the advertisement for the LG KC910 phone, created in 2008 by the agency Bartle Bogle Hegarty. This video also used a press, but instead of crushing objects, they were carefully compressed to the size of a smartphone. Comparing these two videos raises questions about the originality of advertising ideas and how major brands can be inspired by competitors' work, sparking public debate and criticism.

As a result of the negative audience reaction, Apple was forced to apologize and remove the advertisement from the air just 48 hours after its launch. However, the commercial remains available on X and YouTube, which marketers believe increases reach and discussion. This decision allows the company to continue engaging with its audience despite the challenges.

Controversial image of children's party brings notoriety to beverage manufacturer

For the 2022 Super Bowl final, bottled water brand Liquid Death unveiled a provocative commercial. The video depicts a children's party where children act as if they are intoxicated adults. They hold cans of Liquid Death, designed to resemble beer packaging, emphasizing the provocative nature of the ad. A cover of the famous song "Breaking the Law" by Judas Priest enhances the atmosphere of the commercial, creating a contrast between the innocence of childhood and adult consumer culture. This approach attracts attention and generates discussion, emphasizing the uniqueness and boldness of the brand.

In the final scene, a pregnant woman takes a sip from a can with a satisfied smile. The caption "Don't be alarmed. It's just water" appears on the screen. This moment emphasizes the importance of choosing the right drinks for expectant mothers. Using water as a safe and healthy option helps dispel fears and myths about unhealthy foods, supporting the health of both mother and child.

The reaction to the ad was quite mixed. Many viewers perceived it as immoral and potentially dangerous. Some media outlets, including Ad Age and The Stable, criticized the ad's creators. At the same time, a number of users and experts praised the video as brilliant and innovative. This polarization of opinions highlights the importance of discussing the ethical aspects of advertising in modern society.

The comments under the video on the official YouTube channel contain a variety of reviews, ranging from positive to negative. Some users consider the video to be horrible and "sickeningly immoral," and the image of "drinking" children displeases them. Meanwhile, other viewers find the video "very funny." and even call it the "best commercial of the entire Super Bowl."

As a result of active discussions, the Liquid Death brand gained significant popularity. Moreover, not only did the company not apologize for the controversial video, but in 2023, they also attracted a girl named Audrey as an ambassador. Stills from the scandalous video continue to adorn the splash screen of the main page of the official Liquid Death website, which emphasizes their desire to retain audience attention and maintain a high level of interest in their content.

An unsuccessful provocation ruined the reputation of the tea drinks brand

In June 2025, the tea drinks brand Pims released a series of videos with the advertising slogan: "Pims Police - for those who decided to make Pims at home." In the first video, a young man roughly searches a girl, pressing her against a glass display case and lifting up her clothes. In the second video, a girl performs similar actions towards a guy. These provocative scenes drew attention to the brand and sparked discussions about creative approaches to advertising, which contributed to increased interest in the product.

The reaction to the first video of the girl being searched caused a storm of indignation on social media. The brand released a second video with comments disabled, but this failed to stop the outraged audience. Users began leaving negative reviews under other Pims posts on social media. It's important to consider that such actions by a brand can have a significant impact on its reputation and consumer perception.

The situation worsened when, simultaneously with the video's publication, young people were arrested in Moscow on charges of public harassment. This event attracted public attention and caused a widespread response, highlighting the importance of combating aggression and violence in public spaces.

Numerous media outlets, including AdIndex and Afisha Daily, have recorded negative reactions to the advertising campaign. Their articles cite user opinions expressing dissatisfaction: "Dislikes, unfollows, cancellations. Using violence in advertising is the lowest ebb."

Some Telegram channels noticed that the Pims commercial borrowed ideas from a Western clothing brand. The original video did not contain elements of sexualization or overt violence. The mise-en-scène, where a person is pressed against a display case during a search, effectively demonstrates the style and design of the clothing, which corresponds to the advertising objectives, despite its provocative nature. In contrast, the Pims video, together with the slogan, creates the impression of a threat of violence.

As a result, a few days later, the company removed the controversial videos and published an apology. However, the tone of this post did not express sincere remorse, which only increased user discontent.

People misheard the brand name, and this brought it popularity

In January 2025, sales of the Bestune T90 crossover, produced by the Chinese automaker FAW, began in Russia. As part of the launch, the model was supported by an advertising campaign, including television and radio commercials. The plot of the advertisement illustrates the transition of a young couple from motorcycles to a family car, emphasizing the importance of convenience and safety when traveling with children. The Bestune T90 is ideal for those who value comfort and style on the road.

The voiceover says: “Children have become a source of energy and inspiration for our family. The Bestune T90 was developed specifically for families like ours – a car that allows you to experience complete drive on the road.” The video ends with the slogan: “Bestune T90. Drive for your family.”

The ad quickly went viral on social media thanks to its unusual take on the Chinese brand's name. Viewers weren't so much interested in the video's plot or the crossover's features as they were in the sound of its name. Many users misinterpreted the word "bestyun" as the swear word "******" (chatterbox, liar). This effect attracted additional attention to the advertising campaign, which, in turn, fueled discussion and increased interest in the product.

A wave of jokes and memes related to this event erupted on social media. Commentators seized on the opportunity to note: "The first time I heard it, I almost choked on my tea," and "How can you bring a brand to market without checking how it sounds in Russian?"

As a result, reactions to the ad were mixed, but overall, its reception in Russia was positive. Voice actor Petr Glanz shared on the podcast of the Red Head Sound (RHS) voice-over and translation studio that the client was satisfied with the result. The video attracted audience attention and contributed to an increase in search queries for the brand. "We'll probably even get an award for this," the client's representatives told him.

A week after the video began airing, the client decided to re-record the voiceover to prevent a possible negative audience reaction.

"Petushki" and "pddbir" drew attention to the kick-sharing service

In the summer of 2023, the kick-sharing service "Yurent" launched a provocative advertising campaign in Moscow. Posters were placed around the city urging residents to observe the rules for safe scooter riding. The campaign attracted public attention and became an important step in raising awareness of kick-sharing regulations, which in turn contributes to improved road safety. Initiatives like these help foster responsible scooter use and reduce accidents.

One poster depicts two chickens sharing a scooter. The caption reads, "Bro, don't be a chicken—choose: two scooters or walking." In its Telegram channel, the brand continued this theme, adding the phrase: “Don’t be a rooster at a pet-sharing, be a real city dweller - use kick-sharing.”

The posters provoked a mixed reaction among audiences. Kommersant and Lenta.ru expressed concerns about the use of slang and offensive language in the advertising materials. Some users took these phrases literally and left comments asking for refunds, citing insults from the brand. The need for a careful approach to advertising wording is becoming obvious, as this can negatively affect the company's image and cause dissatisfaction among consumers.

In 2024, Yurent significantly changed its marketing strategy. In Moscow, the brand presented creative images of elephants riding scooters. These visual elements serve as a reminder to service users of the importance of following traffic rules. The new approach emphasizes responsibility and safety, which is relevant in the context of the growing popularity of electric scooters.

The advertising draws on the popular "our elephant" meme, in which an elephant demonstrates correct and polite behavior. Examples of slogans include: "Our elephant prefers bike paths—they don't interfere with pedestrians" and "Our elephant is always a guest on the sidewalk; he is polite and doesn't cause any trouble." These phrases emphasize the importance of respecting others and following traffic rules, making them relevant for promoting safe and comfortable travel.

In 2025, the Yurent company once again showed creativity by releasing a series of posters in Yaroslavl featuring a character called "pddbir"—a bear that resembles the city's coat of arms. After receiving an active response on social media, the brand's marketers changed the mascot's name to the more memorable "pdd mitshka." This name change helped improve the perception of the image and attract additional attention to the advertising campaign.

Viewers saw racism in the smile from

In October 2024, Heinz, together with the agency Gut New York, unveiled an international advertising campaign for Heinz Smiles, timed to coincide with the release of the film "Joker: Madness That Splits." Posters featuring visual references to the iconic Joker character and Halloween themes ran in European and American publications ahead of Halloween. The campaign aims to draw attention to Heinz products by combining elements of film and the holiday, making it particularly memorable for audiences.

The advertising photos featured models covered in ketchup resembling blood and grinning ominously. This provocative campaign was accompanied by the slogan "It must be Ha-Ha-Heinz," emphasizing the brand's uniqueness and originality. The use of unexpected visuals and humor drew attention to the product, creating a memorable image that is easily associated with the quality and creativity of Heinz.

The advertisement caused a negative reaction among a significant number of people. Many found the posters disturbing. "This campaign will haunt me in my nightmares for weeks to come," a columnist for Creative Bloq said. This response highlights the importance of considering audience emotional perceptions when developing advertising campaigns.

The image of a black model has become the subject of intense debate. Critics have noted visual parallels with blackface—a racist 19th-century theatrical practice in which white actors used black face paint and bright lipstick to caricature African Americans. These associations raise important questions about racial perception and cultural appropriation in modern society. Discussions on such topics are becoming especially relevant in the context of the desire for diversity and inclusivity in art and fashion.

Users expressed dissatisfaction, noting that the authors could consider alternative makeup options. Another idea suggested was to show a black chef choosing Heinz ketchup for his dishes. This could add diversity and depth to the content, and better reflect the cultural specifics of ingredient selection in cooking.

The situation was complicated by the fact that Heinz had recently apologized for racist advertising. A previous scandal was caused by posters on the British subway that depicted a wedding between a black bride and a white groom. The image included the groom's parents, but omitted the black bride's father, which viewers perceived as confirmation of the racist stereotype of "fatherlessness." This highlights the importance of carefully addressing diversity and inclusion issues in advertising materials to avoid misunderstandings and negative public reactions.

As a result, a week after the launch of the Heinz Smiles advertising campaign, the brand apologized and pulled the ad. This decision was due to the negative consumer reaction and criticism that arose on social media. The brand strives to maintain a positive image and take into account the opinions of its audience, which was a key factor in ending the campaign.

Why Advertising Becomes Scandalous

Advertising often becomes the subject of controversy and evokes negative emotions for several key reasons. Firstly, an excessive amount of advertising materials can irritate the audience. People are exposed to advertising at every turn, which leads to its ignoring and negative perception. Secondly, advertising sometimes uses manipulative techniques, which can be perceived as deception. This undermines trust in brands and causes dissatisfaction. Thirdly, the content of advertising may be inappropriate or offensive, which causes negative reactions and discussions in society. Finally, advertising can contribute to the formation of stereotypes and negative images, which also generates criticism. Effective advertising strategies should take these aspects into account to minimize negative perceptions and increase consumer trust.

• Shocking for the sake of hype. Provocative images and stories help attract attention. But this often results in a split audience and accusations of vulgarity, bad taste, and unprofessionalism.
• Bad humor. Jokes based on stereotypes, painful topics, or simply poorly executed jokes are a sure way to scandal.
• Ethical errors. Advertising that is misleading, conveys dangerous behavior patterns, or appears irresponsible often generates criticism.
• Social and political issues. Advertising that touches on issues of social importance can strengthen brand trust, but requires precise wording and subtlety. The risk in such communication is always above average.
• Mismatch with expectations. Promises that aren't backed by actual product qualities disappoint customers and undermine brand reputation.

Advertising doesn't have to be extreme to create controversy. It's important that it addresses sensitive topics, breaks cultural taboos, or challenges established norms. This approach can generate widespread public attention, drawing attention to a product or brand. Using provocative elements in advertising can be an effective tool for achieving marketing goals, but it's important to consider the potential consequences and audience reactions.

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