13 Canceled Ads That Sparked Major Backlash
These are 13 real advertisements that were pulled after causing public outrage due to their perceived racism, sexism, cultural insensitivity, or emotional tone-deafness.
- Alyana Aguja
- 5 min read
Advertising is often a mirror of society, but sometimes, what it reflects provokes not admiration but outrage. The examples above show how even global brands with huge budgets and marketing teams can spectacularly miss the mark — often at the expense of marginalized communities or misunderstood social issues. These ads were quickly canceled, but not before leaving lasting impressions on public discourse around ethics, identity, and responsibility in media.
1. Pepsi – Kendall Jenner Protest Ad (2017)
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Pepsi’s attempt to hop on the activism bandwagon fell flat when Kendall Jenner handed a police officer a can of soda during a staged protest. The ad was slammed for trivializing the Black Lives Matter movement and reducing serious issues to a fashionably filtered moment. Pepsi pulled the ad and apologized, but the damage had already been done.
2. Dove – Body Wash Facebook Ad (2017)
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Dove posted a GIF of a Black woman removing her shirt and turning into a white woman, suggesting “cleanliness” was somehow white-coded. Social media erupted with accusations of racism, and Dove quickly took the ad down. The brand said it “missed the mark,” but the moment reopened deep conversations about representation in beauty campaigns.
3. H&M – “Coolest Monkey in the Jungle” Hoodie (2018)
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When H&M featured a young Black boy wearing a hoodie that read “Coolest Monkey in the Jungle,” the response was swift and unforgiving. Celebrities like The Weeknd cut ties with the brand, and protests erupted in stores. H&M apologized, but many saw the damage as irreparable.
4. NIVEA – “White Is Purity” (2017)
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NIVEA ran a deodorant ad with the tagline “White Is Purity,” and the backlash was immediate, especially from audiences who saw the phrase as racially loaded. White supremacists even shared it approvingly, adding more fuel to the fire. NIVEA apologized and removed the ad, but trust was shaken.
5. Shea Moisture – “Hair Hate” Campaign (2017)
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Shea Moisture, known for catering to Black women’s hair care, alienated its core audience with an ad that centered white women complaining about hair issues. Black consumers felt erased and betrayed, especially since the brand had built its success on their loyalty. The company apologized for “missing the mark” and reaffirmed its commitment to its original base.
6. Gap – “Celebrate Differences” Ad (2016)
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A promotional image for Gap Kids showed a taller white girl resting her arm on a Black girl, seemingly using her as a prop. Critics called out the optics for reinforcing racist tropes about dominance and invisibility. Gap pulled the photo and responded by saying diversity and inclusion were values they stood by.
7. Peloton – Christmas Commercial (2019)
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A husband gifts his already-fit wife a Peloton bike, and she documents her fitness journey in what many felt was a tone-deaf, Stepford Wife-like scenario. Viewers accused the ad of promoting sexist ideas about body image and control. Peloton defended the spot but eventually retooled its strategy after the ridicule reached viral levels.
8. Heineken – “Lighter is Better” (2018)
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Heineken’s beer ad used the tagline “Lighter is Better” while showing a bartender sliding a bottle past dark-skinned people to a lighter-skinned woman. It was supposed to be about light beer, but viewers quickly pointed out the racial implications. Heineken pulled the ad, and Chance the Rapper was among the celebrities calling it “terribly racist.”
9. Gucci – Blackface Sweater (2019)
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Gucci released a turtleneck sweater that resembled blackface, complete with red lips, and priced it at nearly $900. Public backlash was severe, especially given fashion’s long history of racial insensitivity. The brand apologized and pulled the product, later announcing diversity initiatives to rebuild trust.
10. Dolce & Gabbana – Chinese Chopsticks Ad (2018)
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In a now-notorious campaign, D&G portrayed a Chinese woman awkwardly eating Italian food with chopsticks while a male narrator made fun of her. Chinese consumers and influencers were outraged, calling it patronizing and racist. The fallout included store closures in China and the cancellation of fashion shows, with the founders forced to issue a tearful apology.
11. Burger King – “Vietnamese Burger” Ad in New Zealand (2019)
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Burger King New Zealand ran a promo where white people struggled to eat Vietnamese-style burgers with oversized chopsticks. It was meant to be playful, but many viewers saw it as mocking Asian culture. BK apologized and pulled the ad, acknowledging it as tone-deaf.
12. Hyundai – Suicide-Themed Ad (2013)
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To promote a zero-emissions car, Hyundai showed a man attempting suicide via exhaust fumes — only to “fail” because the car emits no carbon monoxide. Viewers were horrified by the trivialization of suicide as a marketing gimmick. The ad was withdrawn, and Hyundai issued a public apology, saying it never intended to offend.
13. Tropicana – “Moms Got This” (2020)
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Tropicana tried to relate to pandemic-stressed moms by showing them hiding and drinking orange juice-based cocktails. What was meant to be cheeky came off as tone-deaf, given the rising concerns around pandemic-related alcohol abuse. A backlash ensued quickly, and Tropicana pulled the ad, issuing a statement about supporting parents in more thoughtful ways.
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