13 Happy Commercials That Were Hiding Real Scandals
These seemingly cheerful ads masked deeper controversies, from racism and sexism to misleading claims and ethical missteps.
- Daisy Montero
- 4 min read
Not all feel-good commercials are as innocent as they appear. Behind the smiles, catchy jingles, and polished visuals, some of the most memorable ads have considered troubling truths. This list peels back the glossy surface to expose the scandals lurking beneath.
1. Dove’s “Real Beauty” Campaign Misfires
Unilever on Wikimedia Commons
Dove’s “Real Beauty” campaign aimed to celebrate diversity but stumbled with a 2017 ad showing a Black woman transforming into a white woman after using their product. The imagery sparked accusations of racism, leading to public backlash and an apology from the brand.
2. Mr. Clean’s Sexist Mother’s Day Ad
Yaroslav Shuraev on Pexels
In 2011, Mr. Clean released a Mother’s Day ad suggesting that cleaning is a woman’s job, reinforcing outdated gender stereotypes. The ad faced criticism for its sexist undertones, prompting discussions about gender roles in advertising.
3. Bloomingdale’s Controversial Holiday Catalog
Keizers on Wikimedia Commons
A 2015 Bloomingdale’s holiday catalog featured an ad that appeared to promote date rape culture, with the caption “Spike your best friend’s eggnog when they’re not looking.” The insensitive message led to public outrage and a subsequent apology from the retailer.
4. WWF’s Tsunami Relief Ad Backlash
World Wide Fund for Nature (WWF)-India, Cover Page Photos Credits: Tiger - Martin HARVEY / WWF-Canon, Gloriosa - Sriram R.T. / PNPC on Wikimedia Commons
The World Wildlife Fund (WWF) faced criticism for a 2009 ad that juxtaposed the 9/11 attacks with the 2004 tsunami to promote disaster preparedness. Many found the comparison insensitive, leading to the ad’s withdrawal and an apology from WWF.
5. LifeLock’s Identity Theft Irony
LifeLock Inc. on Wikimedia Commons
LifeLock’s CEO famously shared his Social Security number in ads to prove the company’s security. Ironically, he became a victim of identity theft multiple times, leading to a $12 million settlement over deceptive advertising claims.
6. Pepsi’s Protest-Themed Ad Misstep
PepsiCo / Regal Cinemas on Wikimedia Commons
In 2017, Pepsi released an ad featuring Kendall Jenner joining a protest and handing a Pepsi to a police officer, seemingly resolving tensions. The ad was accused of trivializing social justice movements, leading to its swift removal and public apologies.
7. Mastercard’s World Cup Charity Controversy
MasterCard Worldwide Inc. on Wikimedia Commons
During the 2018 World Cup, Mastercard pledged to donate meals for every goal scored by certain players. Critics argued it commodified charity and hunger, leading to backlash and discussions about ethical marketing.
8. Nivea’s “White Is Purity” Campaign
Beiersdof AG on Wikimedia Commons
Nivea faced accusations of racism in 2017 for an ad promoting a deodorant with the slogan “White is purity.” The campaign was widely condemned, leading to its withdrawal and a public apology from the company.
9. Reebok’s “Cheat on Your Girlfriend” Ad
Reebok under license from Adidas on Wikimedia Commons
Reebok’s ad suggesting “Cheat on your girlfriend, not on your workout” was met with widespread criticism for promoting infidelity. The backlash led to the ad’s removal and an apology from the brand.
10. AXE’s Sexist Advertising Campaigns
Unilever on Wikimedia Commons
AXE has faced criticism over the years for ads that objectify women and reinforce harmful gender stereotypes. Campaigns often depicted women as uncontrollably attracted to men using their products, leading to accusations of sexism.
11. Heineken’s “Lighter Is Better” Backlash
Heineken on Wikimedia Commons
Heineken’s 2018 ad with the tagline “Sometimes, lighter is better” was criticized for racial insensitivity. The commercial was pulled, and the company issued an apology acknowledging the oversight.
12. Reese’s “Love Child” Ad Misfire
The Hershey Company on Wikimedia Commons
Reese’s released an ad depicting a bizarre and unappetizing “love child” of chocolate and peanut butter. The unsettling imagery led to consumer confusion and criticism, prompting the brand to reconsider its advertising approach.
13. Sprite’s “Brutally Refreshing” Campaign
TAC PlazaMaste on Wikimedia Commons
Sprite’s “Brutally Refreshing” campaign featured ads with aggressive and unsettling imagery, which many found off-putting. The negative reception led to the campaign’s early termination and re-evaluation of the brand’s marketing strategy.