Generally speaking, we think of ads as a way to market a product or service. That is why they were invented. In 2024, ads are also a way to get a message out in the world or create awareness for a campaign or project. That means that many companies and NGOs use ads to contribute to controversial topics.
Controversy is all the rage right now.
Everyone wants to have an opinion on controversial topics. That is why most brands and companies shy away from taking part in this conversation; they are avoiding the risk of alienating someone.
That might have worked in the past, but in this day and age, brands need to take a stance. Not saying something is a message all on its own.
Ads are the best way to make your point. Whether it is on TV, social media or the good all faithful YouTube, most people see ads.
But how do you make these controversial ads without being too controversial — or even worse — not controversial enough?
Get your notebooks ready because Alrika Möller from media update is going to school you on all things controversy.
There's no need to tip-toe
Conversations around people who are differently abled can sometimes be a little tricky. No one wants to go out of their way to offend anyone or make anyone feel uncomfortable, so we often tip-toe around the topics.
For World Down Syndrome Day, a few brands and NGOs that focus on Down syndrome came together to create an ad with one simple message: Assumptions become reality.
The ad features famous Canadian and Down syndrome actress Madison Tevlin naming a few things that people in general think that she, and anyone else with Down syndrome, cannot do.
The ad makes it super clear that we make assumptions about Down syndrome, ultimately limiting people within that community. We project limitations on them, but we are wrong.
The ad jumps into the important part of the point super quick and attacks the conversation head-on. It is supposed to make you feel uncomfortable because the goal is to make you think and question your assumptions.
People on just about every social platform commented that they were "gagged" — that is a direct quote, fiy. The ad went viral and started a real conversation about the assumptions we make about people who are different from us in any way.
Link your message
So, when the Premier League itself decides to join a controversial conversation, it makes waves — after all, the Premier League is one of the biggest sporting events in the world. People can get really serious about their football.
In October 2023, the Premier League decided to address the growing racism within its fan base and followers by releasing an ad called Greatness Comes from Everywhere.
The ad uses the one thing that unites all Premier League fans — football — to speak to its fans.
By using their love of the game and passion for their teams to address the situation, the league makes the topic at hand more applicable and understandable to the football fans watching the ad. It focussed on what united people rather than what divided them.
The Premier League hid the uncomfortable topic of racism under a thick layer of football-flavoured cheese to make the conversation more appetising.
People will be more inclined to listen to what a brand has to say when they relate the message to something they love.
Humour can help
The fight against sexism and gender stereotypes is an ongoing battle. For years and years, women have been working to overcome the cliches thrown at them on a daily basis.
In 2019, The Royal Air Force decided to take a stand against these tiresome cliches. It created an ad that features some of the absolutely fearless acts done by women in the Royal Air Force.
The force took the footage and layered over the voice-overs of adverts usually directed at women. The voiceovers include ads for makeup, skincare, haircare and even feminine hygiene products.
In truth, when you watch the ad, you might think there is something wrong with the sound for a few seconds, but then you realise what is actually happening.
Once the confusion is over, humour sets in and the ad becomes really funny. Especially the idea of women thinking about lipgloss while crawling through mud or the aeroplane wings reference.
Regardless of your opinion on the military, the tongue-in-cheek tone makes the ad funny and enjoyable. By the time you get to the message at the end, you are smiling and not wary of the controversial topic.
Humour can be a powerful way to handle these types of topics — most people make jokes in uncomfortable situations anyway. So, why not use it to your advantage? By making people laugh or even just chuckle, you can make even the most sceptical of them all open to having a difficult conversation about important topics.
Brands and companies shouldn't be afraid of tackling difficult conversations; they should embrace it. With a well-thought-out ad, you can take a message from controversial to conversational.
Did you enjoy this piece? Let us know your thoughts in the comment section below.
Achieving your goals through an ad is easier said than done. Check out our take on The art of creating desire.
*Image courtesy of Canva