15 Ads from the 2000s That Would Never Air Today
From shocking stereotypes to cringeworthy humor, these 15 iconic 2000s ads reveal just how much the world of marketing has evolved in the face of modern sensitivity and social change.
- Alyana Aguja
- 5 min read
The 2000s were a formative decade for advertising, with aggressive and sometimes incendiary campaigns that pushed the envelope on taste and cultural acceptability. Most of the ads produced during that era, from the sexualized portrayals to racist stereotypes, would incite widespread outrage if broadcast today, indicative of a dramatic shift in values and expectations within society. As brands continue to grapple with questions of inclusivity, sensitivity, and responsibility, these formerly shocking ads remind us just how far advertising has evolved in addressing public awareness and cultural sensitivity.
1. Pepsi – “Britney Spears Dance Audition” (2002)
Image from Wikimedia
This commercial involved Britney Spears dancing very sexualized dance routines while wearing risqué clothing, all to promote a soda. Targeted at teenagers, it raised an eyebrow regarding the objectification of women and the sexualization of pop stars for young audiences. Today, it would probably be criticized for crossing lines between branding and exploitation.
2. Snickers – “Mechanics Kiss” (2007 Super Bowl)
Image from Wikimedia
In this Super Bowl commercial, two mechanics inadvertently kiss while sharing a Snickers bar, then respond by yanking out chest hair violently to “regain their masculinity.” It was roundly condemned for perpetuating homophobic stereotypes. The commercial was withdrawn following criticism from LGBTQ+ advocacy groups.
3. Burger King – “I Like Square Butts” (2009)
Image from Wikimedia
This children’s meal commercial used a mash-up of Sir Mix-a-Lot’s “Baby Got Back” with the lines “I like square butts,” named for SpongeBob SquarePants. Even though it was directed towards kids, it used suggestive dancing and mature humor. It was criticized for combining hypersexual material with a child’s cartoon.
4. General Motors – “Suicidal Robot” (2007 Super Bowl)
Image from Wikimedia
This advert featured a robot contemplating suicide because it had done something wrong on the production line. Mental illness campaigners criticized it for making a mockery of depression and suicide. The advert was ultimately withdrawn from circulation because of the outrage.
5. Microsoft – “PC User Photoshop” (2009)
Image from Wikimedia
In a Polish version of an advertisement, Microsoft superimposed the face of a Black man over a white man’s body but neglected to adjust the hand color. The photoshopping was regarded as clumsy and racially insensitive. Microsoft apologized and withdrew the advertisement after worldwide criticism.
6. Sony – “White PSP” (2006)
Image from Wikimedia
This Dutch billboard advertisement had a white woman roughly grabbing the face of a Black woman with the tagline “PlayStation Portable White is coming.” It was intended to advertise the white PSP but was widely interpreted as being racially inflammatory. Sony got a negative international response and took down the advertisement.
7. Volkswagen – “Suicidal Terrorist” (2005)
Image from Wikimedia
This viral ad, done only online, showed a man trying to do a suicide bombing in a VW Polo, with the car engulfing the explosion. Although unofficially created by Volkswagen, it went viral and was later tracked down to British creatives. It was criticized for using terrorism for a shock effect.
8. Dr. Pepper – “Raging Bitch” (2000s)
Image from Wikimedia
One of Dr. Pepper’s advertising campaigns employed the phrase “Raging Bitch” to appeal to male youth markets. The term appeared on products and was used to promote them. Such language today would nearly unquestionably be called misogynistic and inappropriate for marketing to the broader mainstream audience.
9. Abercrombie & Fitch – “Back to School” (2000s)
Image from Wikimedia
A&F’s controversial back-to-school catalogs featured nearly-nude college-aged models in sexually suggestive poses. Despite being aimed at teens, the imagery veered heavily into adult content. The brand faced boycotts and parental outrage, eventually changing direction in the 2010s.
10. Diesel – “Be Stupid” Campaign (2010)
Image from Wikimedia
While barely in the 2000s, this campaign invited audiences to “Be Stupid” with sexually suggestive and irresponsible conduct. One was of a woman flashing security cameras, while others suggested overlooking intelligence for spontaneity. The UK’s Advertising Standards Authority prohibited several adverts from promoting unsafe conduct.
11. GoDaddy – “Internet Only” Ads (2005–2010)
Image from Wikimedia
These commercials involved women, particularly Danica Patrick, in sexually objectified situations meant to entice audiences to “uncensored” online versions. GoDaddy capitalized on the scandal for decades, but the objectification and sexism are now viewed as insensitive and outmoded. They finally rebranded with a more professional tone.
12. Axe Body Spray – “Spray More, Get More” (2000s)
Image from Wikimedia
These notorious commercials suggested that the use of Axe would make women swarm the user. Women were portrayed as mindless, hyper-sexual creatures who were motivated solely by smell. The reductionist gender stereotyping would be universally condemned today.
13. PETA – “Save the Whales: Lose the Blubber” (2009)
Image from Wikimedia
This billboard campaign urged individuals to become vegetarians by fat-shaming women, “Save the Whales: Lose the Blubber.” It created a fierce backlash for inducing body shaming. PETA defended it then but quietly dropped the messaging.
14. Carl’s Jr. – “Paris Hilton Car Wash” (2005)
Image from Wikimedia
Paris Hilton washed a Bentley in a bikini and sexily devoured a messy hamburger in this advert. While intended to be cutting-edge, it was considered over-the-top explicit and exploitative. The brand’s series of such adverts was replaced after sales dropped and advocacy groups protested.
15. Kia – “Hamster Suicide” (2008)
Image from Wikimedia
In an initial cut of the now-familiar hamster ads, a hamster on a wheel spots another hamster driving a Kia and then tries to electrocute himself. Audience members complained about the suicide being portrayed, particularly in an advertisement aimed at children. Kia redesigned the idea after backlash.