Buzz
Switch on the news, and you'll be overwhelmed with stories of devastating tragedies unfolding worldwide. From civil wars and famine to terrorist attacks, these calamities ravage our world daily, evoking nothing but profound sorrow in us all.
But advertisers aren’t driven by empathy. While most of us see heartbreak, they see an opportunity to make huge profits.
10. A Dubai Gym Uses The Holocaust to Sell Fitness
It’s no surprise that many were appalled by the comparison between killing millions and getting a solid workout. When faced with mounting criticism, Circuit Factory’s owner made things worse by defending the ad with the argument that their exercise sessions are ‘like a calorie concentration camp.’
The gym removed the photo and let go of the employee responsible. Yet, the saga didn’t end there. As often happens in our unpredictable world, Circuit Factory ended up benefiting from the controversy, experiencing a huge surge in demand. The owner even mentioned how worried they were about not being able to meet the rising demand. This situation confirms the saying, ‘there’s no such thing as bad publicity.’
9. Vodafone Allegedly Sparked The Egyptian Revolution
Do you remember the Egyptian Revolution in January 2011, before everything took a turn for the worse? How about that claim that a single Vodafone ad ignited the entire movement? Surely, you don’t. The truth is that the forces behind Mubarak’s overthrow were far more complex and widespread. But that didn’t stop Vodafone from attempting to claim responsibility.
In a commercial released shortly after Mubarak's resignation, Vodafone Egypt cleverly combined footage from a prior ad with clips of the revolution, insinuating that the former led to the latter. The ad concluded with the message: 'We did not send people to the streets… we only reminded Egyptians of their own power.' It then displayed quotes from revolutionaries, suggesting that it was Vodafone’s influence that truly mobilized the masses.
Beyond its offensive tone, the overly optimistic ad failed to acknowledge the tragic loss of life and widespread torture during the uprising. It also conveniently ignored Vodafone's compliance with Mubarak's directive to shut down their network at a time when Egyptians needed it the most. When the backlash began, Vodafone quickly attempted to manage the crisis, denying that they had authorized the ad.
With the country now under the rule of a ruthless dictator, whom intellectuals have drawn comparisons to Pinochet, one has to wonder if Vodafone would still claim credit for the revolution.
8. McDonald’s Ridicules Mental Health in Ads
In 2013, a somber advertisement surfaced on Boston subway trains. It depicted a young woman with her face in her hands, accompanied by the phrase “you’re not alone.” At first glance, it seemed like just another mental health awareness poster. However, the ad concluded with the unexpected phrase “millions of people love the Big Mac.” McDonald’s later asserted that the campaign was initiated by an external agency without prior company approval.
The poster also featured a helpline number, which led directly to a McDonald’s customer service center, presented in a way that resembled a mental health support line. This caused frustration among those dealing with depression, as they were seeking empathy rather than being confronted with a marketing stunt belittling their serious condition.
7. A German Spa Commemorates Kristallnacht
On November 9, 1938, Nazi stormtroopers unleashed chaos, targeting German businesses. They shattered the windows of 7,000 stores, set fire to 900 synagogues, and killed 91 Jews. This violent event became known as Kristallnacht. Seventy-five years later, a German spa controversially marked the occasion by offering couples a romantic getaway.
Held precisely 75 years after the violent events, the Kristall Sauna-Wellness Park offered a romantic evening under the name “Kristall Nacht.” The package included candlelit baths for those willing to pay. Although the spa later claimed it was a mere coincidence, this was the only night listed with that name on their annual calendar, and it happened to coincide with the anniversary of a tragic event with the same name. It’s either an unfortunate coincidence or the hotel’s management might as well be run by Joseph Goebbels.
6. Hyundai Promotes Their Cars Through Suicide
Most people would likely question the marketing tactics behind selling cars through the theme of suicide, but not Hyundai’s advertising team. In 2013, they aired a UK commercial depicting a man attempting to end his life by inhaling exhaust fumes.
The twist is that the man’s suicide attempt fails because the vehicle is powered by hydrogen and produces no harmful emissions—or, alternatively, perhaps the man wasn’t really trying to end his life at all; he might have been intentionally inhaling steam. The commercial sparked a surge of complaints, with at least one viewer deeply affected, recalling how their father had taken his own life in the same manner depicted in the ad. It brought to tears this individual.
Hyundai later issued an apology, claiming they had “no intention” of airing the ad. Online magazine Ad Age, however, accused the company of dishonesty, stating, “Do you really believe the ad was conceived, storyboarded, cast, filmed, and edited without Hyundai’s knowledge? If that’s true, I’m Queen Elizabeth.”
5. Citroen’s Nostalgia for the Third Reich
In 2008, Citroen launched a new UK advertisement for their “unmistakably German” car. The commercial is a grandiose celebration of German culture: Wagner’s music, dirndl dresses, sausages, and even German shepherd dogs. Then, in the final seconds of the ad, the punch line arrives—“made in France,” revealing that while Citroen may draw inspiration from German engineering, it is in fact a French brand.
Certain members of the British government believed the ad’s opening deliberately mimicked Nazi propaganda, drawing on elements from the iconic Triumph of the Will. The ad showcased Berlin’s 1936 Olympic Stadium (built during Nazi rule), the German heraldic eagle (which some associate with Nazi symbolism), and gothic-style lettering (a font “not seen in Germany since 1945,” according to one outraged British MP).
Perhaps the British were especially sensitive due to having been bombed so heavily by the Nazis. Citroen, seemingly confused, simply stated that their ad was meant to be “humorous and fun.”
4. Sainsbury’s World War I Hypocrisy
A hundred years ago, Europe descended into the bloodiest conflict the world had ever seen. The Great War, as it was known then, claimed the lives of 8.5 million people, left 21 million wounded, and nearly wiped out an entire generation.
A recent advertisement by UK supermarket chain Sainsbury’s recreates the historic Christmas Truce between British and German soldiers. While many in the British press have praised it for its emotional depth, others have criticized it for using an overly sanitized version of the tragic conflict to sell groceries.
As if the commercial wasn’t divisive enough, it also comes with an extra layer of hypocrisy. While urging British viewers to honor the fallen and remember their sacrifices, Sainsbury’s is planning to demolish one of the country’s largest war memorials and build a superstore over it, much to the dismay of local residents. The Bristol Rovers’ Memorial Stadium was originally constructed to commemorate hundreds of local rugby players who perished in World War I.
19. /11 Sells Everything
Despite being a tragedy that remains vivid for many, advertisers flock to 9/11 much like flies to a carcass, devoid of empathy. Eleven years after the attack, Business Insider compiled a list of 10 ad campaigns that exploited the imagery of the Twin Towers.
One New Zealand anti-smoking advertisement depicted two cigarettes as the Twin Towers, accompanied by the tagline: “Terrorism-related deaths since 2001: 11,377. Tobacco-related deaths since 2001: 30,000,000.” Meanwhile, an ad for the newspaper Courrier International suggested that if the towers' architects had better anticipated the needs of their clients, the planes would have harmlessly flown overhead.
But nothing could outdo the ad from Brazilian company Ortobom. Featuring a calendar with September 11 marked, it carried the tagline, “there’s always something that keeps you up at night.” The message continued with, “choose your mattress wisely.”
2. Groupon Sells Discount Food With Tibetan Oppression
The modern history of Tibet is far from joyful. Under Chinese control, even possessing a picture of the Dalai Lama can lead to torture, and children as young as six have been forcibly taken. Groupon decided to incorporate this issue into one of their ads, but their lack of sensitivity left viewers both puzzled and offended.
Aired during the 2011 Super Bowl, the ad begins with actor Timothy Hutton warning that Tibetan culture is being erased. As images of Tibet and its people play over somber music, Hutton laments the dire human rights situation... before suddenly cutting in with, “but they still whip up an amazing fish curry.” He then explains how he used Groupon to grab a cheap curry for himself.
It appeared that the company was trivializing a serious issue to sell their service. However, viewers who visited the website promoted in the ad found out that the company was actually raising funds for Tibet, alongside their usual discounts. According to a representative, their intention was not to mock Tibet, but rather to poke fun at themselves. Regardless, the campaign backfired, and Groupon pulled the ad.
1. Levi's Youth Revolt
In 2011, Levi's took a bold step in their global 'Go Forth' campaign, shifting focus toward youth rebellion. The commercials showcased young people boldly confronting riot police and standing up against the establishment. Designed to capture the spirit of the Arab Spring, these ads were meant to resonate with the ideals of uprising and resistance.
During that summer, England was swept up in a massive wave of riots that devastated entire city centers. Before the chaos had settled, Levi's aired their protest-themed ad, only to face a severe backlash that forced the company to pull it. Although the commercial had been greenlit months earlier, the timing of its release, coinciding with the rioting, made the ad seem tone-deaf and out of touch with the nation's struggle.
