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Ads That Struck a Chord: Marketing Triumphs and Missteps of 2024

The year 2024 demonstrated that advertising operates in an increasingly interactive and contentious space. For examples, see “10 Ads That Struck a Cultural Nerve in 2024” (Adweek, December 27, 2024). See also “The 6 Biggest Marketing Blunders of 2024” (Inc. December 20, 2024) which provides additional analysis of some of the same ads.

With social media enabling instant public feedback, brands like Apple, Bumble, and Calvin Klein found themselves at the center of cultural debates over issues ranging from AI’s role in creativity to gender equality and diversity. Ads such as Calm’s Election Night silence and e.l.f. Beauty’s cheeky critique of corporate board demographics exemplify how campaigns can provoke thought and spark social conversations. However, other efforts, like Bumble’s rebrand, revealed the potential pitfalls of failing to connect with audience sentiment, particularly in sensitive cultural climates. These campaigns highlight the critical balance marketers must strike between bold creativity and cultural awareness.

Show one or more of these ads in class–or assign the article for students to read. And consider using one or more of the ads to generate class discussion with some of the in-class activity and discussion question ideas below.

ChatGPT was used to generate an initial draft of this blog post.

Class Discussion Ideas

In-Class Activities:

  1. Ad Critique and Reimagining
    Have students select one campaign (e.g., Apple’s “Crush”) and redesign it to better resonate with audiences while addressing key criticisms.
  2. Cultural Context Workshop
    Analyze how cultural and political climates influence ad reception. Assign groups to propose ad ideas addressing current social issues without sparking backlash.
  3. Role-Playing Debate
    Divide students into brand teams and consumer advocacy groups to debate the merits and risks of controversial ad campaigns.

Discussion Questions:

  1. What factors make an ad campaign culturally resonant or polarizing?
    Answer Ideas:
    Connection to societal trends, humor or controversy, and the extent of audience engagement.
  2. How does social media amplify or mitigate the impact of risky advertising decisions?
    Answer Ideas:
    Instant feedback, virality, and heightened accountability for brands.
  3. How can brands effectively test campaigns for potential backlash?
    Answer Ideas:
    Focus groups, cultural consulting, and internal diversity checks.
  4. What lessons can marketers learn from the backlash to campaigns like Coca-Cola’s AI-generated ad?
    Answer Ideas:
    Understanding audience fears about technology and the importance of human-centric storytelling.
  5. How do campaigns like e.l.f.’s “So Many Dicks” advance brand values?
    Answer Ideas:
    Aligning marketing with social causes, using humor to challenge norms, and sparking conversations.
  6. Should brands avoid politics in advertising, or is it an essential strategy for relevance?
    Answer Ideas:
    Depends on brand identity, target audience, and societal role.
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