15 Moments in Advertising That Aged Horribly
This article explores 15 advertising campaigns and moments that were once widely seen but are now viewed as offensive, inappropriate, or outdated.
- Sophia Zapanta
- 4 min read
Advertising often reflects the culture of its time, but not every campaign holds up when viewed years later. Many ads relied on stereotypes, insensitive themes, or controversial imagery that later caused backlash. These examples show how shifting values can make once-popular ads unacceptable today.
1. Pepsi’s Kendall Jenner Ad (2017)
Eric Polk on Wikimedia Commons
Pepsi released an ad featuring Kendall Jenner joining a protest and handing a can of Pepsi to a police officer. Critics said it trivialized serious social justice movements. The backlash was immediate and intense. Pepsi pulled the ad and issued a public apology.
2. Dove’s Soap Ad (2017)
Unilever on Wikimedia Commons
Dove ran an ad on social media showing a Black woman removing her shirt to reveal a white woman underneath. Viewers criticized it as racist and tone-deaf. The brand said the intent was to highlight diversity but admitted the execution was harmful. The incident damaged Dove’s reputation for inclusive marketing.
3. McDonald’s “Dead Dad” Ad (2017, UK)
McDonald’s on Wikimedia Commons
McDonald’s aired a commercial in the UK about a boy bonding with his mother over memories of his deceased father. Viewers accused the brand of exploiting grief to sell fast food. The ad received hundreds of complaints. McDonald’s quickly withdrew it from television.
4. Calvin Klein’s “Sexually Charged” Campaigns (1990s)
Peter Saville on Wikimedia Commons
Calvin Klein produced ads in the 1990s featuring young-looking models in suggestive poses. Many critics accused the brand of glamorizing child exploitation. The controversy drew investigations and public outcry. Although the ads made headlines, they damaged Calvin Klein’s image for years.
5. Nivea’s “White Is Purity” Ad (2017)
Beiersdof AG on Wikimedia Commons
Nivea ran a deodorant ad with the slogan “White is Purity” in the Middle East. People quickly pointed out its racist undertones. The company apologized and pulled the ad. It remains an example of how global brands can overlook cultural sensitivity.
6. Camel Cigarette Ads With “Joe Camel” (1990s)
Epolk on Wikimedia Commons
Camel used a cartoon mascot named Joe Camel to market cigarettes. Research showed the character appealed to children and teenagers. Public health groups criticized the campaign as targeting underage audiences. The ads were eventually banned after heavy backlash.
7. Benetton’s “Shockvertising” (1990s)
Pentagram Studio on Wikimedia Commons
Benetton became famous for using shocking imagery in ads, including photos of dying AIDS patients and executions. The brand claimed it was sparking awareness about social issues. Many critics said it exploited human suffering for profit. The campaigns were controversial worldwide.
8. Sony PSP “White vs. Black” Ad (2006)
Chlebek1f on Wikimedia Commons
Sony promoted its white PlayStation Portable with an ad showing a white model overpowering a Black model. Critics saw it as racially offensive. The ad caused international outrage. Sony apologized and withdrew it.
9. Volkswagen Suicide Ad (2003)
Ivan Radic on Wikimedia Commons
A viral Volkswagen ad showed a man attempting suicide by blowing himself up in a Polo car, but the car contained the blast. Volkswagen denied making the ad, but it circulated widely online. Many viewers found it deeply offensive. It became an infamous example of shock advertising.
10. Protein World’s “Beach Body Ready” (2015, UK)
Zulujive on Wikimedia Commons
Protein World launched posters in London featuring a slim model with the caption “Are you beach body ready?” Critics accused the campaign of body shaming. Protests and complaints followed across the UK. Regulators eventually banned the ad.
11. Bud Light’s “Remove No From Your Vocabulary” (2015)
Mike Mozart on Wikimedia Commons
Bud Light ran a campaign with the tagline “The perfect beer for removing ‘no’ from your vocabulary.” Many said it promoted dangerous drinking culture and consent issues. The company quickly apologized after backlash. The campaign was discontinued.
12. Hyundai’s Suicide-Themed Ad (2013)
Hyundai Motor Company on Wikimedia Commons
Hyundai released an ad in the UK showing a man attempting suicide in his car, only to survive because the vehicle produced clean emissions. Viewers called it insensitive and disturbing. The ad sparked outrage online. Hyundai withdrew it and issued a public apology.
13. Ford’s “Bound Women” Ad (2013, India)
Ivan Radic on Wikimedia Commons
Ford India released ads for the Ford Figo showing women tied up in a car trunk, including caricatures of celebrities. The imagery was criticized as misogynistic and offensive. The backlash was global. Ford apologized and distanced itself from the campaign.
14. Sprite’s “Brutally Refreshing” Campaign (2016, Ireland)
The Bonds Company on Wikimedia Commons
Sprite launched a campaign featuring sexist slogans like “She’s seen more ceilings than Michelangelo.” The campaign was called degrading and offensive to women. Social media backlash was immediate. Sprite pulled the ads within days.
15. Bic’s Women’s Day Ad (2015, South Africa)
Iosonoandri26 on Wikimedia Commons
Bic created an International Women’s Day ad with the slogan “Look like a girl, act like a lady, think like a man, work like a boss.” It was condemned as sexist and outdated. The brand faced global criticism. Bic issued an apology and removed the campaign.