Controversial Adverts
This page is an analysis of controversial adverts, I will discuss here the objectives of the ad, what makes it controversial and express my opinion about it.
Also a trade press article discussing the controversy of the last controversial ad will be presented.
Also a trade press article discussing the controversy of the last controversial ad will be presented.
Nike: I am the Bullet
Media Agency :
Wieden + Kennedy, Amsterdam, Netherlands.
This is a campaign launched by Nike in 2011 featuring the Paralympic athlete Oscar Pistorius. The original idea was quite creative and very representative of the spirit of Nike. The ad is showing that inspite of your disability you can still "JUST DO IT".
Here is a powerful image that demonstrates perfectly the 'nothing can stop you' image Nike portrays to its consumers, empowering them and enabling them to be the best they can be. So why controversial ?
Well the problem here is the use of the celebrity Oscar Pistorius, the fact that the South African athlete has been convicted of the shooting and subsequent murder of his girlfriend Reeva Steenkamp is almost ironic when we look at the advert slogan.
This tragic event was all over the news and in contrast to Nike's original intention of empowerment the campaign incurred a backlash of outraged consumers. As a result Nike suspended its contract with the 'blade runner' and the murdering campaign.
Brands often sponsor athlete's that embodies the value of their brand, but here is an example amongst others that in Advertising you cannot control everything.
This is a campaign launched by Nike in 2011 featuring the Paralympic athlete Oscar Pistorius. The original idea was quite creative and very representative of the spirit of Nike. The ad is showing that inspite of your disability you can still "JUST DO IT".
Here is a powerful image that demonstrates perfectly the 'nothing can stop you' image Nike portrays to its consumers, empowering them and enabling them to be the best they can be. So why controversial ?
Well the problem here is the use of the celebrity Oscar Pistorius, the fact that the South African athlete has been convicted of the shooting and subsequent murder of his girlfriend Reeva Steenkamp is almost ironic when we look at the advert slogan.
This tragic event was all over the news and in contrast to Nike's original intention of empowerment the campaign incurred a backlash of outraged consumers. As a result Nike suspended its contract with the 'blade runner' and the murdering campaign.
Brands often sponsor athlete's that embodies the value of their brand, but here is an example amongst others that in Advertising you cannot control everything.
French Anti-tobacco
Advertising Agency :
BDDP & Fils, Paris France
Creative Director : Olivier Moine
Translation:
Smoking means being the slave of tobacco.
This campaign, launched in 2010 in France by the Association representing the right of non-smoking people made the buzz for its controversiality.
As can you see the ad shows two young women, on their knees facing what it looks like to be a standing man... The sex of the man being here an 'unsexy gross fag'.
This ad has obviously been perceived as very offensive from the public and particularly the tobacco industry that claimed that the Association of non-smokers were assimilating them as 'Pedophiles' and reminded everyone that the consumer was free to choose wether or not he wanted to 'suck that fag'.
From the nonsmoking association side the objective was to repulse young consumers to consumer their first cigarette.
A poor attempt in my opinion as for a growing teenager looking for new experiences everything that is not recommended is consequently very tempting...
Creative Director : Olivier Moine
Translation:
Smoking means being the slave of tobacco.
This campaign, launched in 2010 in France by the Association representing the right of non-smoking people made the buzz for its controversiality.
As can you see the ad shows two young women, on their knees facing what it looks like to be a standing man... The sex of the man being here an 'unsexy gross fag'.
This ad has obviously been perceived as very offensive from the public and particularly the tobacco industry that claimed that the Association of non-smokers were assimilating them as 'Pedophiles' and reminded everyone that the consumer was free to choose wether or not he wanted to 'suck that fag'.
From the nonsmoking association side the objective was to repulse young consumers to consumer their first cigarette.
A poor attempt in my opinion as for a growing teenager looking for new experiences everything that is not recommended is consequently very tempting...
Sisley: Fashion Junkie
Advertising Agency: Zoo Advertising, Shanghai, China
Creative Director: Alex Sean
Here is a fashion campaign entitled 'Fashion Junkie' launched by the italian company Sisley in 2007 by Zoo Advertising in Shangaï.
The advert is showing two birds of their trees (The eyes of the girl on the right, and the cheeky nipple out of the one on the left) snorting a pure white dress : 'CLASSY'.
An easy, maybe too easy comparison to illustrate the addiction of women with shopping.
The controversy here is obviously the combination of the drug and fashion. More particularly the use of the addiction to promote a Brand. Why? Addicts do not like to recognise that they are an addict.
We all know that some people and particularly fashionistas are addicted to shopping (whether they want to admit or not) but in my opinion it would be wise to advertise it as a lifestyle rather than an addiction.
Other ways to promote the company as an addiction to enhance customer loyalty would have likely been more effective. Nevertheless controversy is still good for companies as it is viral online and create brand awareness.
Creative Director: Alex Sean
Here is a fashion campaign entitled 'Fashion Junkie' launched by the italian company Sisley in 2007 by Zoo Advertising in Shangaï.
The advert is showing two birds of their trees (The eyes of the girl on the right, and the cheeky nipple out of the one on the left) snorting a pure white dress : 'CLASSY'.
An easy, maybe too easy comparison to illustrate the addiction of women with shopping.
The controversy here is obviously the combination of the drug and fashion. More particularly the use of the addiction to promote a Brand. Why? Addicts do not like to recognise that they are an addict.
We all know that some people and particularly fashionistas are addicted to shopping (whether they want to admit or not) but in my opinion it would be wise to advertise it as a lifestyle rather than an addiction.
Other ways to promote the company as an addiction to enhance customer loyalty would have likely been more effective. Nevertheless controversy is still good for companies as it is viral online and create brand awareness.
National Audiovisual Council of Romania
Media Agency: TBWA, Paris, France.
Creative Director: Erik Vervroegen
Here is a preventive campaign against AIDS launched by the French nonprofit organization AIDES in 2005 and realised by TBWA.
The ad is representing a man riding big scary scorpion (not recommended).
The aim of the ad is to make people aware of the danger of death when it comes to non protected sexual relations.
The message is quite clear and effective as it creates repulsive feelings despite that beautiful naked male and will consequently affect the audience.
However, the advert remains controversial particularly towards AIDS patients represented here by a mortal insect. The caricature of the virus as a big scorpion is insulting for the unfortunate people suffering from AIDS creating controversy.
Of course it is crucial that such organisations communicates about the damages of the disease but they must be careful to not discriminate the people affected.
Creative Director: Erik Vervroegen
Here is a preventive campaign against AIDS launched by the French nonprofit organization AIDES in 2005 and realised by TBWA.
The ad is representing a man riding big scary scorpion (not recommended).
The aim of the ad is to make people aware of the danger of death when it comes to non protected sexual relations.
The message is quite clear and effective as it creates repulsive feelings despite that beautiful naked male and will consequently affect the audience.
However, the advert remains controversial particularly towards AIDS patients represented here by a mortal insect. The caricature of the virus as a big scorpion is insulting for the unfortunate people suffering from AIDS creating controversy.
Of course it is crucial that such organisations communicates about the damages of the disease but they must be careful to not discriminate the people affected.
American Freedom Defensive Initiative
Creative Agency: The American Freedom Defensive Initiative (AFDI)
This advert was launched by the AFDI this year in the subways of New York.
The picture used in the ad shows the twin towers in New York being attacked by Al-Quaida in 2001 and a quote of the Quran 'Soon shall we cast terror into the hearts of the Unbelievers' is used as a message.
A provocative message, close to propaganda to instill fear of the muslim community considered here as a terrorist organisation.
New York is a multicultural city with people from every religion and background. I feel the aim here is to divide people and segregate muslims from the western communities.
There is no need to allow such public advertisement which promotes hatred, particularly with the political tensions that the world is facing nowadays. Surely peace, love and harmony will bring people closer and avoid tensions between communities.
Trade press article:
Anti-Muslim Ads Go Up In New York City Subways, Again
The Huffington Post, New York, 01/08/13
The article states that the American Freedom Defensive Initiative (AFDI) is launching again a new controversial campaign in New York's subways. In fact by quoting the Quran, the AFDI is once again assimilating all muslims as terrorists. The article explain that the AFDI is well known to diffuse such provocative campaigns, a few months before they equated muslims radicals with 'savages'.
This advert was launched by the AFDI this year in the subways of New York.
The picture used in the ad shows the twin towers in New York being attacked by Al-Quaida in 2001 and a quote of the Quran 'Soon shall we cast terror into the hearts of the Unbelievers' is used as a message.
A provocative message, close to propaganda to instill fear of the muslim community considered here as a terrorist organisation.
New York is a multicultural city with people from every religion and background. I feel the aim here is to divide people and segregate muslims from the western communities.
There is no need to allow such public advertisement which promotes hatred, particularly with the political tensions that the world is facing nowadays. Surely peace, love and harmony will bring people closer and avoid tensions between communities.
Trade press article:
Anti-Muslim Ads Go Up In New York City Subways, Again
The Huffington Post, New York, 01/08/13
The article states that the American Freedom Defensive Initiative (AFDI) is launching again a new controversial campaign in New York's subways. In fact by quoting the Quran, the AFDI is once again assimilating all muslims as terrorists. The article explain that the AFDI is well known to diffuse such provocative campaigns, a few months before they equated muslims radicals with 'savages'.