DonnellyIf you’ve ever been stuck in torrential rain waiting for a delayed

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Brand vanityWho else but Pepsi would have the clout to take on social inequality? Seemingly an answer to Coca-Cola’s 1971 “I’d Like to Buy the World a Coke” (created by Don Draper, don’t tell us otherwise), the Jenner ad can also be viewed as an example of brand insecurity—i.e.,“Coke took a crack at the iconic, why not us?” Thing is, harmonious hilltop singing doesn’t quite aspire to the level of social action that Pepsi’s going for. Perhaps if the singing had been directed at a collection of anti-Vietnam protesters, and had they been thus appeased, Pepsi would have had an apt model.2. Tone deafEven an ad with a completely nuanced understanding of contemporary social movements can seem like it’s pandering (and it probably is). That’s why, if you’re going to appropriate these movements, you better nail the tone. The protesters in this ad, even before Jenner breaks the ice, are smiling and dancing.

You know, the stuff you’ve come to expect from Black Lives Matter rallies/protests.Really, though: if that’s how you Benin WhatsApp Number want your ad to look, and if we’re going to think in terms of monetizing movements: can’t we think of a more celebratory, less violent one than this? It’s as if the people at Pepsi just went with what was topical (not the worst strategy, generally, though here, clearly, it is).Most Controversial Ads PepsiA man attempting to break up a riot with a Pepsi.3. Didn’t get a second opinionIt has come out, since the ad’s inception, that all of the members of the creating body were white. Assembling a collection of like-minded individuals is no way to do anything creative,





But especially if you have concerns about marginalizing or offending a portion of your audience: get second, and third, and fourth opinions, and get them from an eclectic range of creatives. Otherwise…Most Controversial Ads ROIROI vs. production costGordon DonnellyMEET THE AUTHORGordon DonnellyGordon Donnelly is an SEO jedi who proudly honed his chops at WordStream for 5+ years. Today, you’ll find him at home in Boston, building Triple Whale’s world-class e-commerce analytics platform, or helping businesses of all sizes grow through SEO, advertising, and content marketing.See other posts by Gordon a long day at the office, the chances are pretty decent that you’ve fantasized about working remotely at least once or twice.