8 controversial campaigns - for controversy's sake?

Brands are well known for constructing controversy around new campaigns to spark conversation, fill a couple of headlines and stimulate that share button – but is any publicity good publicity?

In light of United Colours of Benetton announcing the continence of its controversial social marketing strategy, we’ve taken a look at some of the best/worst provocative campaigns.

Whilst browsing through the collection ask yourself whether the controversy has worked in the brands favour – in many circumstances, surely not.

1. Hyundai – “Pipe Job” 

Winning the most coveted first space is Hyundai – and quite frankly, one of the most distasteful ads of all time. Did tackling a dark reality for a commercial push work in the brands favour? After being pulled after a great public backlash – maybe not?

2. Marmite – End neglect 

http://www.youtube.com/watch?v=HZhEB7bhOh4

Raising awareness of woefully neglected Marmite jars across Britain, this ad integrating the ‘love it or hate it’ tag synonymous with the brown spread raised many eyebrows across the conservative TV audience across Britain. What do you think?

3. Red Bull – Titanic

Too soon? Is poking fun at the world’s most infamous maritime disasters okay?

4. Ford – ?

In a country finally discussing the treatment of women, this series of ads for Ford in India came just days after the country approved a tougher new law to punish sex crimes. Did this scene depicting women tied unwillingly in the boot of a happy chaps car boost brand awareness?

5. Mountain Dew – Most “racist ad ever” 

Dubbed ‘the most racist ad ever’, this commercial directed by Tyler the Creator, shows an abused white woman cross-examine a line-up of black suspects (and a goat) whilst being repeatedly threatened by said goat. Pepsi, who own Mountain Dew, were quick to pull the ad amid public shock.

6. Sisley – Junkie 

Just, why?

7. Virgin Trains – Pollination 

This is superb.

8. United Colours of Benetton – Kiss 

United Colours of Benetton has recently announced the direction of its controversial-direction. Over the years, the company has built its reputation around campaigns that have provoked a reaction around the world on subjects such as HIV, poverty, unemployment and homosexuality.