10 Ads That Struck a Cultural Chord in 2024

Phew! 2024: The Year Brands Made Us Feel (A Lot)

Brands took bold steps—some more successfully than others—and certainly sparked reactions. Get ready for a journey through the best and worst advertising moments of last year.

The Double-Edged Sword Dilemma: Campaigns That Stirred Emotion or Outrage

We live in the era of interaction. Social media is a double-edged sword for brands. It's no longer about launching a message into the void and hoping for the best. Now, the audience has a voice—and they use it! This year, we saw how the audience, more polarized than ever, reacted to campaigns with passion, sometimes with fury.

Apple, Coca-Cola, Calvin Klein, and Bumble were among the brands that evoked emotion, criticism, and even indignation last year.

Here are the ads that struck a cultural chord in 2024.

Too Spicy for the NFL?

NYX, a Super Bowl newcomer, learned a costly lesson: don't mess with men in the sacred territory of the NFL. Their ad featuring Cardi B, filled with innuendos and risqué humor, was censored by the league. Hypocrisy? Many think so.

Paracas: A Brave Patriotism

Peruvian brand Paracas launched a controversial campaign during Independence Day celebrations, showcasing a truck with a giant sculpture of a toilet paper roll and the message "¡Qué tal papelón!" ("What a blunder!") in front of iconic institutions. This action aimed to criticize the country's political situation, generating both support and rejection among the public.

e.l.f. Beauty: Beauty with Purpose

e.l.f. doesn't just sell makeup; it also fights for equality. Its "So Many Dicks" campaign shook the corporate world by denouncing the lack of diversity on boards of directors. A bold and necessary message that quickly went viral.

Swehl: Controversy Sells (Big Time!)

Molly Baz, pregnant and in a bikini, starred in Swehl's ad that set the internet ablaze. Censored for being "too spicy," the brand managed to capitalize on the controversy. Their website exploded with traffic, and the debate over female body representation intensified. Bravo, Swehl!

Calm: The Power of Silence

Amid electoral chaos, Calm gifted us 30 seconds of absolute silence. A risky move that turned out to be an oasis of peace in the storm. Sometimes, saying nothing is the best strategy.

Calvin Klein: Eternal Seduction

Jeremy Allen White, in underwear and with a sculpted body, starred in Calvin Klein's campaign that paralyzed the internet. Beyond the debate over objectification, the ad was a resounding success.

Bumble: Empowerment or Misstep?

Bumble aimed to connect with women "exhausted" by dating apps, but its campaign sparked controversy. Messages like "You won't give up on dating and become a nun" were criticized as insensitive and contrary to female empowerment.

Apple: When AI Frightens

Apple wanted to showcase the power of its iPad Pro with an ad where a hydraulic press destroyed creative objects. The result: collective panic. People saw AI as a threat to human creativity. Apple apologized and withdrew the ad.

Jaguar: Controversial Roar

Jaguar revamped its image with a minimalist logo and an ad without cars, full of models and techno music. The reaction was explosive. Elon Musk led the criticism, accusing the brand of being "woke." A mistake or a risky but necessary strategy?

Coca-Cola: Failed Nostalgia

Coca-Cola tried to revive its classic Christmas ad with the help of AI. Total failure. The public perceived the ad as a threat to human creativity. Sometimes, classics are untouchable.

In Conclusion:

2024 left us with a clear lesson: in the era of hyperconnectivity, brands must be more sensitive than ever to public opinion. Authenticity, purpose, and inclusion are key to connecting with an increasingly demanding audience.

2025 has just begun—new campaigns and new controversies are on the horizon!