Study Names the 5 Most Controversial American Commercials of All Time
Scientists have determined the five most controversial American commercials of all time, with surprising results. Some big-name brands like Pepsi and Peloton made the list for their button-pushing advertisements, while data revealed Vermont to be the state where the most complaints have originated from in the last year. Pennsylvania, Washington, Maine, and New Hampshire rounded out the top five states which complain most frequently.
Researchers at the advertising platform illumin determined the results by analyzing complaints lodged with the Federal Communications Commission (FCC). They investigated the total number of complaints about “loud” and “indecent” commercials before scaling against population figures to determine the states which complain most often.
“Loud” commercials refer to spots which markedly boost their volume compared to the shows they accompany, to draw attention. The “indecent” bracket encompasses commercials which contain explicit sexual situations or innuendos which push the boundaries of acceptable television content.
The five most controversial American advertisements are:
1. Pepsi – Global Message of Unity (2017)
An ill-conceived spot that featured model Kendall Jenner crossing a violent demonstration to give the protestors and law enforcement cans of Pepsi, settling their dispute. Viewers were quick to condemn its trivialization of the Black Lives Matter movement, and its general tone-deafness.
2. Peloton – The Gift That Gives Back (2019)
This seemingly innocuous ad shows a man gifting his wife a Peloton for Christmas. Inspired by the gift, she goes on to record video diaries of herself using the Peloton to get into shape. Some found the spot misogynistic, with a husband gifting his wife fitness equipment presumably as a means of “improving” her body, while others said the actress' uneasy expression made her appeared kidnapped. Analysts estimate that Peloton lost $1.5 billion in stock value due to the campaign.
3. Gillette - We Believe (2019)
Gillette’s “We Believe” campaign attempted to harness the burgeoning "Me Too" movement and the epidemic of bullying into a rallying cry for men to be their best, most honest selves. Perhaps more than any ad on this list, Gillette’s garnered the most divided response. Some found it utterly tasteless and a bit out of place, while an equal number praised the company’s humanity. Model Chrissy Teigen, in particular, was a big fan of this ad.
4. Snickers - Do Something Manly (2007)
This very 2007 spot depicts two stereotypically masculine men sharing a Snickers—Lady and the Tramp style—before falling into an accidental, passionate kiss. They then prompt one another to “do something manly,” which involves drinking chemicals, beating one another with wrenches, and slamming their heads under car hoods.
Three versions were produced, with fans encouraged to take to Snickers’ website to vote on their “most satisfying” ending. Unsurprisingly, all were labeled homophobic. Before they were pulled from airwaves, the version below was voted to have the second “most satisfying” conclusion.
5. Huggies – Dad Test (2012)
This commercial posits a faux reality show in which five dads are left alone with their babies in a house for several days while the mothers go for spa treatments. Huggies appears to be saying that their products are so strong, they can hold up (for days at a time?) under any condition, especially clueless dads who couldn’t possibly know what they’re doing. The vitriolic response to the spot was so severe that the company immediately backtracked, pumping out a new series of dad-centric commercials which showed fathers to be doting, responsible, and capable.
