Controversial Ads – Effective or Not?

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Controversial advertising is undoubtedly risky. It is easy to go too far and instead of sparking discussion, cause hostility, which threatens to damage the brand's reputation. However, this tool, when used properly, is useful as a short-term sales support.


Naked T-Mobile subscribers only need MyWallet-enabled devices to be happy – hence their lack of clothes. Although criticized, this advert did not evoke half as many negative emotions as the Heyah campaign featuring Lenin: "Yes, all that's missing is Hitler and a line like: >GAS FOR PACKAGES!<. Congratulations to the author/authors of the advert. I recommend hitting yourself in the head"; asia rcs data "You must be testing methods that effectively scare customers away. You can count on us!" – these are some of the more censored reactions to the Heyah clip. Why was this advert considered controversial? And more importantly from a marketer's point of view – do controversial ads sell?

What is controversial advertising?

According to research, advertisements that are usually considered controversial are those that use violence and aggressive attitudes, refer to the sexual sphere or play on religious feelings. However, it also happens that completely innocent advertisements are considered controversial .

An example is the Coca‑Cola advert aimed at the Spanish market during Euro 2012. Southerners help Jacek, a Pole working abroad, win a ticket to the tournament in a competition by buying him more drinks. The nice story about solidarity and empathy was described as insulting to Poles because they allegedly cannot afford to return home.

Looking at this case, the best indicator of controversiality would be the number of complaints about a given advert that reaches the Advertising Council . However, this indicator should also be adjusted. Poles are much more easily offended and provoked to complain than, for example, the British. As you can see, there is no universal method for measuring the degree of controversiality.