• The most controversial commercials in the US have been revealed, with big names such as Pepsi and Peloton among the least-tolerated ads
• The research analyzed nationwide Federal Communications Commission (FCC) complaints data over the last year
• The data also reveals which states complain the most about loud and indecent TV commercials – Arizona ranks in the top ten
• Digital marketing expert Mark Cluett highlights the importance of thorough planning and research when it comes to advertising
Recent studies have uncovered the most controversial television ads that have caused widespread anger throughout the United States, including notable brands like Pepsi and Peloton among those mentioned.
The Top Five Most Controversial US Adverts Ranked
- Pepsi – Global Message of Unity
- Peloton – The Gift That Gives Back
- Gilette – We Believe
- Snickers – Do Something Manly
- Huggies – Dad Test
Pepsi’s “Global Message of Unity” Commercial (2017)
Perhaps one of the most notorious commercials regarding backlash, Pepsi’s “Global Message of Unity” ad received massive criticism for being tone deaf and inappropriate.
The ad featured international supermodel Kendall Jenner handing out cans of Pepsi during a clash between protestors and the police, seemingly saving the day. Viewers complained that the ad trivialized the Black Lives Matter movement, prompting Pepsi to release a statement and pull the advertisement.
Peloton “The Gift That Gives Back” Commercial (2019)
This ad depicted a woman receiving a Peloton exercise bike for Christmas. The woman then records video diaries about how she’s changed for the better because of the gift.
This may seem harmless to some, but critics pointed out the sexist undertones of the commercial when showing a husband pressuring his wife to keep her weight in check. Reports have suggested the backlash caused the company’s stock to decrease in value by as much as $1.5 billion.
Gilette “We Believe” Commercial (2019)
In 2019, Gilette released their “We Believe” campaign, which tried to harness the momentum of the #MeToo movement, challenging “is this the best a man can be?”. This statement was soon critiqued by the public for being tone-deaf.
Customers were left furious at the commercial, with many threatening to boycott the brand altogether.
Snickers “Do Something Manly” Commercial (2007)
The Snickers commercial ran during the 2007 Superbowl and showed two men eating a Snickers bar, leading to an accidental kiss. The men then felt the need to ‘do something manly’ and proceeded to rip out their chest hair – and, in other versions of the ad, even slam their heads under a car bonnet.
The ad received many complaints and caused an outcry among gay rights activists, before being branded as homophobic and pulled from TV.
Huggies “Dad Test” Commercial (2012)
Way back in 2012, Huggies attempted to create a cheeky spot that poked fun at dads struggling to put diapers on their children. Unfortunately, many dads took offence at the stereotypical implication that men are unwilling or unable to care for their child.
Huggies received many complaints, and a petition was even started to remove the advertisement. The brand apologized and even released revamped ads showing confident fathers carrying their babies.
With controversial and upsetting ads clearly still making their way to TV, illumin dug into the FCC data to see where in the US is the most disgruntled about ‘loud’ and ‘indecent’ commercials – with each state scored out of 10.
‘Loud’ commercials may refer to those that boost the average volume of an ad to levels beyond the programs they accompany to attract attention, while indecent content may portray sexual explicit situations in a way that is patently offensive.
And according to the ranking, Vermont complains about their TV commercials more than any other state, with the highest score of 8 out of 10.
Pennsylvania ranked second as the most vocal state, with a score of 6.9 out of 10, while Washington came out as the third-most affected state, scoring 5.8 out of 10.
Coming closely behind in fourth place, the state of Maine scored 5.6 out of 10. In fifth place, New Hampshire scored 5.5 out of 10, and in ninth place, Arizona scored 4.5 out of 10 – indicating these states are also happy to complain about loud or insensitive ads.
The findings, compiled by journey advertising platform illumin also includes a new ranking that identifies which states have made the most complaints about TV commercials over the past year – with Arizona making the tenth-highest number of complaints.
The ranking analyzed Federal Communications Commission (FCC) complaints data over the last year, looking at both ‘loud’ and ‘indecent’ commercials. The total complaints then scaled against population figures to name the most disgruntled states.
Mark Cluett, Director of Digital Marketing at illumin, says “Successful advertising is more than just a roll of the dice; it’s about meticulous planning and thorough research to ensure you’re appealing to your target audience along their journey, rather than offending or annoying them.
“The most controversial ads remind us that treading the line between captivating and alienating is an art that demands strategy, tact, and the utmost care. However, even some of the biggest brands make mistakes – as we can see by naming the top five most controversial ads that serve as a great guide of what not to do.”
Top 10 States with the most Commercial Complaints:
Sources: Open Government Data from The Federal Communications Commission (FCC) on CGB Consumer Complaints
Methodology
Most Controversial Ads: The most controversial ads have been compiled from the top featured commercials within Google articles related to US controversial adverts search on Google.
Regional Ranking: Analyzed regional data on the number of complaints for both loud commercials and indecent commercials. Each state was scored based on the combined number of complaints and ranked accordingly.
