10 Most Controversial Print Ads

NeverSayGoodBye SG

An advertisement by Dunkin' Donuts Thailand promoting their new charcoal donut was deemed 'bizarre and racist' by the Human Rights Watch. Critics said the ad of a young women painted black with bright lips had a strong resemblance to offensive stereotypes of black people in 19th and 20th century America.

While the advertisement sparked outrage overseas and Dunkin' Donuts America issued an apology, people in Thailand barely batted an eyelid. Nadim Salhani, CEO of the Dunkin' Donuts Thailand franchise said: 'What's the big fuss? What if the product was white and I painted someone white, would that be racist?' According to him, sales went up 50% after the advertisement was launched early August 2013.

We understand United Colors of Benetton is all about racial harmony in this 1982 ad, titled Ebony & Ivory, but critics were quick to pick up on the not-so-subtle differences between the two children: A cherubic blonde hugging a black girl with her hair styled as horns. Even if Benetton prompted discussion about racism, their advertisement was rather conflicting.

Moral of the story: There’s a reason why copywriters exist – use them!

This 2008 ad by Saatchi & Saatchi Singapore hit the nail on the head that verbal abuse is the same as physical abuse.

Moral of the story: You don’t always have to depict violence with gore and blood.

Benetton is at it again. This 2011 ‘UNHATE’ campaign shows world leaders superimposed in Photoshop to make it look like they’re kissing. In the ad above, U.S. President Barack Obama and then-Chinese leader Hu Jintao were depicted making out. Another ad in the series partnered Pope Benedict XVI with Grand Imam of al-Azhar Sheikh Ahmed el-Tayeb. It prompted Vatican to threaten Benetton with legal action if they did not take it down immediately and issue an apology.

Moral of the story: Not everyone wants to see world leaders kissing each other.

This 2009 ad by Burger King Singapore received complaints within hours of its launch. Many found the obvious blow-job reference and doll-like looking woman distasteful and pointless. Mark Duffy, an advertising copywriter in New York, said it was the one of the worse ads he had seen in his 19-year career.

Moral of the story: The last thing people want when they are hungry is to be disgusted.

NeverSayGoodBye SG

The International Society for Human Rights infuriated people with their ignorance of the Islamic culture in their 2008 ad, insinuating that Middle Eastern women are oppressed because they wear the burqa.

Moral of the story: Do some research before calling other cultures and religions oppressive!

People were divided over this 2005 ad by Humans for Animals. Some thought the ad was powerful and impactful, while others were left uneasy with the depiction of a dead baby bleeding on the ice.

Moral of the story: Babies don’t always inspire feelings of protectiveness.

South Korean fashion label Lewitt made a controversial video as part of its campaign in 2010. The model was filmed jumping off the roof of a building and going through multiple wardrobe changes as she falls to her death, although the screen blacks out before she hits the ground. In the print ad (above), the model is laying on the ground in a pool of blood. In a country which has the highest suicide rates in the developed world, many saw the campaign as glamourising suicide.

Moral of the story: Don’t glamourise subjects like suicide!

This ad might strike a funny bone…with misogynists. Sticking a post-it note on a person’s forehead with their name is a pretty lousy way to remember them, not to mention demeaning. Why doesn’t the guy have a post-it note on hishead too?

Moral of the story: Humour is not funny when it’s disrespectful.

The World Wildlife Fund created a powerful ad that ticked all the right boxes: it drove the message across in a visually-impactful manner without being distasteful.

Moral of the story: Blood in an ad campaign can be effective when used right.

ditzy SG

I have to agree the BK one is the most distasteful for a food ad.