THE MOST CONTROVERSIAL ADS OF OUR TIMES

The best advertisements should cause a stir – but there’s a fine line between making an impression and offending viewers. From Pepsi’s widely panned Live for Now ad featuring Kendall Jenner, to Nike’s valiant Just Do It piece featuring Colin Kaepernick, the biggest brands in the world have made some of the most controversial ads of recent years. We take you through some the most talked-about ads of our times and interrogate the use of music in each one

Looking to start discovering production music right here, right now? Begin by visiting our music for advertising page.

The Most Controversial Ads

Controversial Ads 2020

Tesco – Food Love Stories

Just last year, Tesco made the controversial decision to cut a Black couple from their advert. Let us tell you a little more.

In 2020 two Black actors, Vanessa Vanderpuye and Ezekiel Ewul, were hired by Tesco for one of their Food Love Stories TV ads. But when the ad aired, the actors discovered that they had been cut from the final version. Vanderpuye swiftly took to social media to share her experience with the British supermarket, receiving both positive and negative feedback. She believes the reason she was cut was that Tesco had recently received complaints about another ad featuring a woman of colour with an afro hairstyle. She believes the scene was cut because Tesco were too keen not to offend racist customers. We think she could be on to something.

Music: The music in Tesco’s Food Love Stories ad isn’t anything out of the ordinary – in fact, it’s pretty generic. If you’re interested in a similarly undemanding track for your next project, make sure you check out our Simple/Sparse/Minimal music.

This is the @Tesco advert! pic.twitter.com/JSp4s62MAO

— The Shade Borough (@TheShadeBorough) November 18, 2020

Sainsbury’s – Gravy Song

On the other hand, Sainsbury’s put a Black family firmly at the very centre of one of their recent Christmas adverts. Showcasing images and pictures from the build-up to the family’s festive celebrations, a recording of an affectionate sibling phone call plays in the background. Unfortunately, the ad ignited controversy as racists took to the internet to slam Sainsbury’s use of an all-Black family.

Music: To complement the telephone audio, Sainsbury’s opts for a sweet, innocent-sounding piano track to add a touch of magic to the festive scenes. Looking for a magical track yourself? We’ve got plenty – visit our Magical/Mystical playlist now.

Controversial Ads 2019

Hyundai Ad – The Elevator

During the Super Bowl, many found the Hyundai advert comical, but it also offended a percentage of audience members – namely vegans.

The plot sees actor Jason Bateman play the role of a bell-boy, operating an elevator in a magical hotel. Inside the lift, Bateman ushers people to their scheduled destinations – most of which are beyond tedious and located on the lower floors. In one segment, the doors open to reveal a ‘Vegan Dinner Party’. Given the massive societal shift towards veganism in this day and age, it would probably have been more appropriate to celebrate veganism than to slam it with what felt like a cheap shot; ergo, complete commercial misfire.

Music: The most important use of music comes at the end, when the ‘hero’ couple are taken up to the penthouse floor to shop for a Hyundai. The celestial soundtrack, along with the light-filled interior of the dealership, sets the scene, suggesting to viewers that the Hyundai shopping experience is dreamy and stress-free.

Peloton – The Gift That Gives Back

For Christmas 2019, exercise equipment company Peloton created an ad that was slammed as sexist by thousands of US citizens. In it, a woman is presented with a Peloton bike as a gift by her partner, which she immediately starts to use day in, day out. Many people felt the ad was offensive because it seemed to suggest that woman should obsessively aim for – and maintain – a skinny figure.

Music: The song Peloton opts for in this commercial is She’s So High by Tal Bachman. The 90s pop song is right on-brand and appeals to Peloton’s mainstream audience. Perhaps they should consider reusing the track in an upcoming commercial – and perhaps you should look at our pop music offerings for similar soundtracks.

Controversial Ads 2018

Lush – #SPYCOPS

High-street cosmetics brand Lush touched a few nerves with their 2018 ad #SPYCOPS, which took a swipe at the British policing system. The ad explored the deceitfulness of undercover cops and suggested that police lie. As you can imagine, the boys in blue were pretty unimpressed, with many officers personally offended by the commercial’s blatant messaging.

Music: If there’s one positive takeaway from Lush’s #SPYCOP campaign, it’s the use of music. The song is a vocal-led, indie rock track that features fitting lyrics and works well with both the romantic and investigative settings featured. Perhaps this will inspire you to sample some of our indie songs over on our Discover Indie page.

Philadelphia – New Dad

Cream cheese brand Philadelphia aimed to create a fun, humorous ad during summer of 2019. Instead, their offensive and sexist ad was swiftly banned by the Advertising Standards Authority (ASA). It features two men distracted from their fatherly duties by an array of tasty lunchtime treats. Essentially, the advert suggests that men are incapable of looking after their little ones because of their selfish impulses. Hmm…

Music: The music in the Philadelphia ad is everything the commercial aims to be: fun, light-hearted and entertaining. But as you know, the banned ad hit all the wrong notes. Perhaps you could make better use of one of our high-quality, quirky tracks in your next project.

Controversial Ads 2017

Pepsi – Live For Now

Pepsi’s 2017 Live for Now ad, starring Kendall Jenner, is one of the most notorious of all time. Why? It basically belittles the act of protest and glamourises gun violence. The ad follows reality star-cum-model Kendall Jenner, as she nonchalantly joins a protest which just happens to be passing outside her studio shoot. With the timing, following police shootings of African Americans, many people were furious that it appeared to trivialise protests. It was an object lesson in bad timing.

Music: Unfortunately, the only thing this Pepsi ad succeed in doing is ruining an incredible track from reggae singer Skip Marley. The song, Lions, is atmospheric and powerful and would have worked perfectly in an ad with the right intentions. Discover our selection of reggae music right here, right now, in our Reggae playlist.

McDonald's – Filet-O-Fish

McDonald’s offended lots of viewers with its 2017 Filet-O-Fish ad, which focused on a boy mourning his father. A young British boy questions his mum about his late father as they walk to McDonald’s. When they reach the restaurant, the mother informs the son that his father had the same go-to McDonalds order: Filet-O-Fish. Obviously, many felt it was grossly insensitive to create a fast-food ad based on child bereavement.

Music: Although McDonald’s Filet-O-Fish ad was controversial and problematic, it was clear that the multinational brand was trying to create a sentimental story. The music used in the commercial is slow-paced, emotional and above all, touching. Unsurprisingly, it’s our favourite part of the ad. Take a look at our slew of emotional tracks in our Thoughtful and Reflective playlist.

Earlier Controversial Ads

Hyundai – Pipe Job

One of the most shocking television adverts of all time is Hyundai’s 2013 commercial, Pipe Job. Viewers witness a man preparing to kill himself by carbon monoxide poisoning, which ultimately fails because his car – a Hyundai ix35 – releases only 100% water emissions. In today’s society, where suicide and mental health is taken extremely seriously, the macabre content was seriously off-pitch, to say the least.

Music: The musical sense of foreboding in the Hyundai alludes to suicide, preparing the audience for a dramatic climax. It creates a poignant aura that pairs well with the gloomy aesthetic and the actor’s facial expressions. Discover similar tracks in our dramatic playlist.

Miracle Mattress – 9/11 Twin Offer

Occasionally, an advert comes along that leaves you asking, ‘what the hell were they thinking?’. Personally, we felt this way when watching Miracle Mattress’ controversial twin-price offer commercial. In 2016, Texas mattress company Miracle Mattress released an ad mocking the September 11th terrorist attack. Not only does the main actress quote the words ‘we will never forget' after explaining the company’s 9/11 deal, but she also pushes her two colleagues into two twin towers of mattresses, causing them to collapse. Yes, really...

Music: Miracle Mattress gets everything wrong: it even fails to feature any music. Fortunately for you, we have over 175,000 ready-to-licence tracks for your next project. Visit our filterable search bar now!

Controversial Ads That Worked

Nike – Just Do It ft Colin Kaepernick

In 2018, Nike teamed up with the former NFL star and activist Colin Kaepernick after he refused to stand for the national anthem. If you’re wondering, he did this to protest against racial injustice. The advert showed support for African-American players with the slogan, ‘Believe in something. Even if it means sacrificing everything’. Needless to say, it turned a lot of heads and made a huge impact.

Music: The minute-long ad is accompanied by a gentle, piano-led track that emphasises Kaepernick’s elegant approach to campaigning against inequality. Check out other piano background tracks over on our Piano playlist.

Budweiser – Born the Hard Way

In 2017, immigration was one of the key talking points in the US, due to President Trump’s views on and actions against immigrants. Budweiser took a risk to make a statement with their Born the Hard Way commercial, that told the true story of Budweiser’s origins. In case you didn’t know, a German immigrant in America named Adolphus Busch founded the brand. Budweiser succeeded on shining a positive light on immigration at a crucial time.

Music: The orchestral music of the Budweiser commercial underlines the narrative: it’s warm and inviting but simultaneously illustrates the struggles of Busch’s path to success. Listen to similar tracks over on our Storytelling playlist.

Controversial Print Ads

Nike – Believe in Something

Before Nike released the Nike x Colin Kaepernick television commercial, controversial print and billboard ads were released featuring the American Football star, the Swoosh and the Just Do it slogan. The poster was adorned with the aforementioned phrase, ‘Believe in something. Even if it means sacrificing everything’, which rocked a few boats, as every NFL fan knew it referred to his controversial move during the playing of the national anthem.

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

Protein World – Are You Beach Body Ready?

These days, most of us are clued-up enough to understand the toxicity of beauty ideals and standards, which is why Protein World’s 2015 Beach Body ad was criticised instantly. The vivid print commercial featured the question ‘Are you beach body ready?’ in a gigantic font, paired with an image of a slim, young Caucasian model. Ten guesses why it caused such a stir…

Protein World's controversial Are You Beach Body Ready? ad cannot appear in its current form http://t.co/CVdVCqLDJQ pic.twitter.com/TCfPKTKqyU

— British Vogue (@BritishVogue) April 30, 2015

Music For Your Next Advert

Now that you’re savvy about the world of advertising, it's time for us to reintroduce ourselves. We, Audio Network, are a production music catalogue with thousands of tracks of all types of genres, from classical to hip hop and everything in-between. If you are a creative or a business looking for original compositions for your next project, we can help.

Whatever kind of soundtrack you need, you can find it by exploring our mood/emotion playlists. We have an optimistic playlist, a dark playlist, a ghostly playlist and much, much more.