Throughout history, marketing has been an essential tool for companies to promote their products and services. However, not all advertising campaigns are successful, and some turn out to be terrible.
In Brazil, we also had cases of advertisements that were not well received by the public. Below we list three of them:
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1. Itaipava – “Summer”:
In 2014, the Itaipava brewery launched an advertising campaign starring the model Aline Riscado, “Verão”. The character, a sensual and subservient woman, was presented as the “dream” of many men. The campaign has been criticized for reinforcing gender stereotypes and objectifying women. Faced with criticism, Itaipava reformulated the character and began to explore other aspects of her personality, such as her intelligence and independence.
2. Habib’s – “Esfihaço”:
In 2016, the fast-food chain Habib’s launched a campaign called “Esfihaço”, in which it satirized political protests in Brazil. In the commercial, a group of people protested against the “lack of sfihas” and demanded “more sfihas for less money”. The campaign was considered in poor taste and insensitive, as it made little of legitimate and important popular demonstrations. Faced with negative repercussions, Habib’s withdrew the advertisement from the air.
3. Ford – “Ka”:
In 2008, Ford launched an advertising campaign to promote the launch of the new Ford Ka in Brazil. In the commercial, a cat enters the car's exhaust pipe and, after the engine is started, is thrown out, apparently dead. The campaign was heavily criticized for making fun of violence against animals and for being insensitive to the suffering of animals. Ford removed the ad from the air and publicly apologized for what happened.