Epic fails in woke advertising

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Dan Cullen-Shute, chief executive of agency Creature London, also weighed in, saying: “It’s possible to believe that the #MeToo movement is hugely important and at the same time that it’s not Gillette’s place to lecture on it.” Moreover, woke advertising is often criticised for “trivialising” important causes. Author Nosheen Iqbal notes that “the commodification of feminism has been a trend in the advertising industry for at least five years. Brands have insisted that women feel ‘empowered’ by things like their shampoo (Pantene), their wipes (Always), their moisturisers (Dove) and even their electricity bills (EDF).”


Since the rise of social media, the social scrutiny israel mobile database that an advertisement can have is greater than ever. That is why brands must be especially careful, even more so when they choose to deal with sensitive issues for society. There are many brands that have ventured into marketing for good causes and have failed miserably. Either due to incoherence and contradiction or ignorance and deafness regarding the historical moment.

The examples are countless. Fashion brands based campaigns on celebrating body diversity while offering very limited sizes. Recently, it was revealed that T-shirts sold to raise funds for a “gender justice” NGO were made in a factory in Bangladesh where women earn a pittance and work 16 hours a day. Some campaigns are simply ridiculous: Listerine launched a bottle of rainbow-coloured mouthwash advertised with the slogan “Care with pride”. It distinguishes itself with a series of seemingly meaningless words including “healing”, “sunlight” and “harmony”. The campaign was endlessly mocked on Twitter. Here are four cases of epic fails.