Marketing fails, and the rule each one broke

The argument you need when someone says “it'll be fine”. Every one of these was signed off by professionals. See the wins →

• 2017Pepsi 🇺🇸

  Pepsi hands a can to a riot line

  Protest and civil-rights imagery is not a mood board. If the reference is recognisable, the audience will judge you against the real event.

• 2018H&M 🇬🇧🇿🇦🇺🇸

  H&M's hoodie and the word on it

  Slur-adjacent words are market-specific and product-copy is where they slip through — the check has to happen on the merchandise line, not only on the campaign.

• 2018Dolce & Gabbana 🇨🇳🇮🇹

  Chopsticks, cannoli, and a cancelled show in Shanghai

  In China the downside is market access, not sentiment. Anything that can be read as looking down on Chinese consumers is an existential risk to the business there.

• 2022Balenciaga 🇺🇸🇬🇧🇫🇷

  Balenciaga's children, bears, and court documents

  Children are the one category where 'edgy' has no upside. Props and background documents are part of the creative and need the same sign-off.

• 2024Apple 🇺🇸🇬🇧🇯🇵

  Apple crushes a piano and apologises

  The same metaphor changes meaning with the news cycle. Destruction imagery lands differently when your audience is worried about being destroyed.

• 2022KFC Germany 🇩🇪

  A push notification on 9 November

  Never wire a promotional template to a raw holiday feed. Solemn dates and commercial dates arrive through the same API and mean opposite things.

• 2017Adidas 🇺🇸

  'Congrats, you survived the Boston Marathon'

  Event-triggered copy needs a market-specific vocabulary blocklist. In Boston, 'survive', 'blast' and 'finish line' are not neutral words.

• 2021Burger King UK 🇬🇧

  Burger King buries the punchline

  If the hook only works with the reply attached, it does not work. On awareness days the audience is already primed to screenshot.

• 2019Nike 🇺🇸

  The Fourth of July shoe that never shipped

  Check who is currently flying the flag you are printing. Provenance in 1777 does not settle what it signals today.

• 2019Gucci 🇺🇸🇬🇧🇮🇹

  A £690 jumper in Black History Month

  Awareness months raise the volume on everything you ship inside them, including the mistakes.

• 2014Zara 🇮🇱🇪🇸🇬🇧

  Striped pyjamas with a yellow star

  Stripes plus a yellow star, a shower motif with a certain caption, numbers tattooed on an arm: some visual combinations are permanently spoken for.

• 2017McDonald's UK 🇬🇧

  Grief with a side of Filet-O-Fish

  Grief can appear in advertising, but the resolution cannot be your product. The moment the burger closes the emotional loop, it reads as exploitation.

• 2018Snapchat 🇺🇸🇬🇧

  An ad that asked users to slap Rihanna

  Programmatic and third-party inventory is your brand's creative. Automated policy checks do not know context, and context is the entire risk.

• 2019Peloton 🇺🇸🇬🇧

  The Christmas gift that read as a comment

  Not every failure is a taboo. Some are a subtext you did not notice because everyone in the room shared the same assumption.

• 2015Bloomingdale's 🇺🇸

  'Spike your best friend's eggnog when they're not looking'

  Read every line of holiday copy as if the reader is a person who has been assaulted. In a mass audience, some of them are.

• 2012Gap 🇺🇸🇨🇦

  'Manifest Destiny' on a T-shirt

  Historical phrases carry their history. If a community was on the receiving end of the phrase, they are the audience that decides what it means.

• 2019Burberry 🇬🇧

  A hoodie with a noose on the runway

  Self-harm and suicide imagery has no artistic-licence exemption in commercial fashion. Media guidelines exist for a reason.

• 2021Dalian 'Little Kyoto' street 🇨🇳🇯🇵

  A Japanese-style street closes days after opening

  In China, Japanese-coded design carries historical weight that peaks around 18 September and 13 December. Location history matters as much as national mood.

• 2020Volkswagen 🇩🇪

  Twelve seconds that cost Volkswagen a week

  Every frame, including signage in the background and the order of movement between people, is a statement about who acts on whom.

• 2017Dove 🇺🇸🇬🇧🇿🇦

  Three seconds of a woman changing colour

  Assume your video will be watched as a still. Check every possible two-frame crop of a transformation sequence.