Marketing is our passion, which is why we’ve rounded up the most embarrassing marketing disasters of 2022. So we can not only laugh together at the biggest marketing failures of the year, but also learn from them.
There are marketing measures that are so resoundingly successful that they remain in the memory of the target group for a long time. But it can also be completely different: we cannot forget some companies precisely because they have indulged in embarrassing marketing missteps. We show here the worst bankruptcies of the year.
Apple: the borderline game with fear
Apple usually relies not only on particularly emotional commercials, but also on cutting-edge commercials. The company is usually very successful with this and can expand and underline its image as a trendsetter and innovation leader. However, even Apple isn’t always right when it comes to marketing:
In 2022, the US company pushed the boundaries of good taste with a commercial for its Apple Watch. And – perhaps even worse – he exploited consumer fears in a commercial called “911.”
The commercial featured people who had been injured and found themselves helpless in fear-evoking situations: A paddle boarder found himself in a helpless position after being pushed overboard. A farmer who broke his leg in an unfortunate fall. A driver who was trapped in his car in a serious accident. All three people had one thing in common: they owned an Apple Watch 7 and could use their watch to make an emergency call and eventually be rescued.
There is no doubt that an emergency call can save lives. It is also undeniable that with the help of the Apple Watch, which costs around 500 euros, emergency services can be called even without a mobile phone nearby and dangerous situations can be avoided, for example thanks to fall detection. However, the commercial’s main message (“these people would have died helpless without their Apple Watch”) seems borderline. The fact that a company like Apple takes advantage of people’s primal fears and exploits them for advertising purposes is a real marketing failure.
Uber Eats: meaningless ads without a clear message
Lieferando, Uber Eats and many other delivery services have already become an integral part of many people’s daily lives. Originally, Uber Eats was only known for delivering groceries, especially food from local restaurants, to your door. At the beginning of 2022, however, the company decided to also deliver everyday goods (non-edible) and small purchases directly to your home. Uber Eats wanted to draw attention to this with an advertising spot.
To stage the commercial, Uber Eats relied on well-known US stars such as Gwyneth Paltrow, Trevor Noah and Jennifer Coolidge. However, the commercial should not only convince with international superstars, but also with humor.
With Uber Eats no longer just delivering edibles, celebrities were shown reaching out — seemingly confused — by the new delivery offer to eat whatever Uber Eats had delivered. Among the items delivered were cat litter, a candle, dish soap and diapers. The underlying message should be: “From now on, not everything Uber Eats offers is edible.”
However, what was supposed to be a top-notch celebrity humor spot didn’t go over well with viewers. Many viewers found the commercial silly rather than amusing.
OVO Energy: Taktloser Krisen-Spot
OVO Energy, one of the UK’s largest energy suppliers, had to publicly apologize in early 2022 for a particularly tactless commercial. Reason for the advertising debacle: The energy supplier had exploited the energy crisis and the rising cost of living in a particularly nasty way for advertising purposes.
But what exactly did OVO Energy advertise with? The energy supplier had advised viewers in its ad to eat more oatmeal, pet pets or squat for warmth (despite rising energy prices).
This “solution” to the financial problems many consumers are currently facing should be seen as a joke. However, this is more than problematic: In light of the current energy crisis and the sharp increase in electricity and gas prices, many people just don’t feel like laughing.
Bottom line: why big brands keep posting embarrassing clips
Whether it’s a failed Christmas commercial or an embarrassing image film, even large companies fail again and again with their marketing measures. But how can it be that even the greats make such unpleasant mistakes?
One reason why even the supposedly best fail to convey their message tactfully is a mixture of good intentions and lack of finesse in execution. Even the best intention or the most valuable message can only be skilfully conveyed if it is staged sensitively and in keeping with the spirit of the times. But how do you ensure that this is successful, that there is success on social media, for example, and that the efforts don’t fail miserably – as in the examples cited above?
The way to avoid embarrassing marketing failures is authenticity. This means: In order for a commercial or marketing measure to be successful and not make others feel ashamed, it must correspond to the values that a company represents. If the company really cares about the content and message of an advertising act, the advertising tool appears sincere and credible. On the other hand, if you just try to generate half-hearted attention, commercials and other marketing tools quickly prove silly or fake. The latter should be avoided in order not to end up among next year’s top marketing fails.
