The 10 Most Talked-About Controversial Commercials

Whether it’s tackling social issues or experimenting with new technology, brands sometimes take bold risks that end up ruffling some feathers. Sometimes, this sparks conversation and reach; in other instances, immense backlash. 

This article will highlight ten of the most controversial commercials we’ve seen and why they sparked so much debate. We’ll discuss their choices and any positive learnings to help guide your own creative marketing campaigns. After all, controversy does not mean bad. 

When it comes to taking a bit of risk with any marketing campaign, we need to choose our own battles, understand the implications of our messaging choices, and consider how they affect the brand and a much larger audience filled with diverse experiences.

The 10 most controversial ads of all time

Here are ten of the most controversial ads we’ve seen on YouTube, arranged according to their release date, starting from the most recent marketing campaigns. While these examples of video ads are considered viral video marketing, they clearly didn’t go viral in a positive way. 

1. Coca-Cola’s “Christmas Truck” ad (2024)

Brand: Coca-Cola

Why it is controversial: When a brand like Coca-Cola ditches humans (and life-like elements) for AI, especially in a video that the brand typically nails for the holiday season, it will stir widespread conversation. There’s a reasonable fear that AI will replace creatives for producing a video, and a move like this is a sign that we might be headed in that direction. 

Impact: This video ad has been described as “soulless” and a departure from the strong emotional connection the audience has grown to love and expect from Coca-Cola ads. This has been quite a shock, given their previous holiday campaigns, which were known for being full of warm smiles and spreading joy.

“Besides being an overall mediocre ad, the quality and attention to detail that was ignored is alarming. This is more a reflection of the declining quality of the creative integrity of the brand than any testament to the power of AI,” said Justin Barnes, Executive Creative Director at VERSUS, in a LinkedIn post. 

2. Boots UK Christmas ad (2024)

Brand: Boots UK

Why it is controversial: No marketing campaign has put Santa’s wife at the center of Christmas like this one. This marketing campaign combines the joy of Christmas with modern social commentary, including gender equality and respect for preferred pronouns.  

Impact: This video ad has received mixed reactions from the audience. Some people have criticized it for being “too woke” and said they won’t be shopping for the brand for Christmas. However, others like influencer talent manager Verity Park feel differently, especially about its portrayal of women. 

“I think it’s a job very well done by the Boots UK team. It’s a witty, feel-good, tongue-in-cheek ad that perfectly captures the fun of Christmas. AND it highlights women’s hard work and encourages thoughtful and deliberate use of people’s preferred pronouns — all, I think, very tastefully.”

3. iPad “Crush” ad (2024)

Brand: Apple

Why it is controversial: The video ad was supposed to visualize how the new iPad has unlimited features and capabilities. Instead, this marketing campaign ends up being the potential poster child of how technology destroys creativity and past innovation. There’s no sugarcoating it — the eyeball falling off the emoji and the cameras getting crushed didn’t sit too well with many viewers. Just like our AI example from earlier, in times when people are worried about technology’s impact on creativity, imagery like this may not always be met with welcoming arms.

Impact: Apple has received a ton of backlash for this commercial. Many say it symbolizes the company’s declining creativity and struggles with innovation. One entrepreneurial investor X user said, “This is one of the worst ads I’ve ever seen. Dark, dystopian, completely off-brand. There are so many fun, upbeat ways to communicate “thinner.’”

4. Nike “Winning isn’t for Everyone” ad (2024)

Brand: Nike

Why it is controversial: The video ad features a lengthy monologue of the characteristics of A+ sports performers — from basketball to fencing and football. The problem is that it hardly highlights any positive attributes. It’s pretty much saying one can’t be a top athlete without embracing negative-leaning behavior like deception, selfishness, and obsession. 

Impact: While some find the dark tone of the ad to be entertaining and hold some truth, many people have criticized the ad for equating greatness with negative attributes like zero remorse, no compassion, and unhealthy competition. 

In his article, Why Nike’s Ad Gets Greatness Wrong, author and wellness coach Brad Stulberg says, “The ad completely misses the mark. Yes, the best athletes in the world are focused, determined, a little bit crazy, at times obsessive, and live mundane lifestyles that most people would find boring. But the best athletes in the world also have deep respect for their competition, develop identities outside of sport, and learn compassion for themselves and others.”

6. Pringles “Stuck In” commercial (2022)

Brand: Pringles 

Why it is controversial: The “Stuck In” commercial makes fun of a design flaw that Pringles lovers find mildly frustrating. It’s almost like the company is teasing its audience instead of providing more convenient packaging that solves the problem. 

Impact: While the marketing campaign was meant to be a humorous take on the shared experience of struggling with the Pringles Can’s notoriously narrow design, the humor didn’t land well with everyone. 

For example, one YouTube viewer said, “I’ve got to applaud the pure confidence to make a commercial showing off the number one problem with Pringles.” Another mentioned, “Pringles, listen to the people! I’m sure 90% of the complaint letters you get are about the width of your cans. Just make them wider.” Having YouTube creators negatively discuss your ad is another way for the campaign to become even more widely recognized as controversial. 

7. 84 Lumber Super Bowl commercial (2017)

Brand: 84 Lumber 

Why it is controversial: The company’s commercial aired shortly after the 2016 U.S. Presidential election, a time when immigration and the construction of a border wall were highly divisive topics. It depicts a Mexican mother and daughter embarking on a harrowing journey north toward the U.S. border. The pivotal moment showed them facing a large border wall, an apparent reference to the proposed wall by then-President Donald Trump.

Impact: The marketing campaign has been criticized for being intentionally ambiguous and not taking a clear stance on immigration. While CEO Maggie Hardy Magerko said that the ad is a call to treat everyone with respect and dignity, it hasn’t stopped many people from interpreting it as a vague, inauthentic political statement.  

8. Pepsi “Live for Now” ad (2017)

Brand: Pepsi

Why it is controversial: This ad features Kendall Jenner, who appears to diffuse a tense protest confrontation by handing a police officer a can of Pepsi. Many viewers felt the ad trivialized serious social justice movements and protests, especially the Black Lives Matter protests. 

The ad was ill-timed, coming at a point where there were heightened protests about police brutality and racial injustice. It didn’t help that the one to make peace with one of the officers was a wealthy model and media personality. 

Impact: Following widespread condemnation, Pepsi pulled the ad and apologized. Their statement said, “Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout.”

9. Carl’s Jr. “All-Natural” ad (2015)

Brand: Carl’s Jr

Why it is controversial: Carl’s Jr. has a long history of using racy ads, particularly during high-profile events like the Super Bowl. This one features model Charlotte McKinney walking through a farmers' market, seemingly nude, until the end, where she is revealed to be wearing a bikini. The ad was designed to be suggestive by showing off a woman’s body, leaning heavily on a woman’s sexual appeal to grab attention.

Impact: The brand’s video sparked a major backlash from viewers, advocacy groups, and media critics, who called it sexist for women and an inappropriate display of a woman, especially for an audience as broad as the Super Bowl's, which includes families and children. The backlash contributed to Carl’s Jr.’s eventual decision to move away from ads that hyper-sexualize a woman and focus more on food quality in subsequent campaigns.

10. Outpost.com “Superbowl” ad (1999) 

Brand: Outpost

Why it is controversial: It’s clear that Outpost was maximizing shock value here. The ad features scenes like firing gerbils from cannons and using a marching band as targets for hungry wolves. These scenarios were intended to be humorous and attention-grabbing but were seen by many as distasteful and unnecessarily provocative.

Impact: The ad received a lot of backlash from the public, including animal rights organizations, for displaying cruelty. Eventually, Outpost had to pull it from future airings so that their public would no longer be affected by this controversy. 

How do advertising campaigns cross the line into controversy?

As the above examples show, an ad doesn’t always have to be extreme to be controversial. 

A company’s ad becomes controversial when it crosses boundaries or touches on topics that provoke strong, mixed reactions from the audience. This usually happens when the content challenges societal norms, pushes against cultural sensitivities, or sparks debate over ethics, values, or taste. 

Let’s look at some other characteristics of a controversial ad: 

• Shock value: Some ads use shock tactics to grab attention — graphic imagery, unexpected twists, or unsettling content. While these elements can make an ad memorable, they often divide audiences and spark backlash if perceived as going too far or in poor taste.
• Humor that misses the mark: Humor can be a double-edged sword in advertising. When jokes are seen as offensive, insensitive, or based on stereotypes, they can turn a light-hearted ad into a point of contention. Misjudging humor, especially in serious or highly implicative contexts, often leads to controversy.
• Moral or ethical considerations: Ads perceived as morally or ethically questionable — like glorifying unhealthy behaviors, promoting unsafe practices, or misleading the audience — can quickly become controversial. If viewers feel an ad is irresponsible or sends the wrong message, it often leads to public pushback.
• Political or social statements: Ads that make bold political or social statements often stir up controversy, but they can also resonate deeply with people who feel their values are represented. These ads can inspire action, bring attention to pressing issues, and help brands align with causes that matter to their audience, building loyalty and trust in the process. 

How to leverage controversy in a digital-first world 

Controversy remains a valid tactic for widespread attention, but executing it is much more challenging in a digital-first world. 

Why? Because society has changed so much. What could pass as absurd humor with less traction ten years ago now can lead to widespread backlash, resulting in thousands of dollars in losses plus poor brand perception. 

All to say, you need to err on the side of caution when executing a controversial campaign. This doesn’t mean your brand should be inauthentic or avoid out-of-the-box ideas. No, it’s about vetting ideas to ensure they don’t offend your audience’s sensibilities and do authentically represent your brand — even when they spark conversation and boost your reach. 

Be sure to: 

• Align marketing strategies with your core brand values.
• Conduct thorough cultural sensitivity checks before launching campaigns.
• Build a strong, positive brand identity that can weather occasional storms. 

Controversy can be a force for good.

Controversy doesn’t have to be a bad thing — it can actually be a force for good. When brands take a risk and stir things up in their commercials, they can ignite conversations that might not have happened otherwise. 

A controversial ad, for example, can cut through the usual noise, making people stop, think, and talk. It can challenge our assumptions, push us out of our comfort zones, and get us to see things in a new light.

So, don’t always play things safe. Feel free to take big bets that challenge assumptions. But ensure your execution aligns with your brand values and doesn’t push your audience away. 

Want to learn more about making great ads? Check out PlayPlay’s resources for executing high-quality ad campaigns.