Times change, and we are constantly evolving and striving to do better. But even today, some brands still miss the mark. In this list, we’ll revisit some vintage ad campaigns that, looking back, turned out to be truly controversial.
“Frito Bandito” (Frito-Lay)
The “Frito Bandito” mascot used exaggerated Mexican stereotypes, which were criticized even then.
“Wife” Campaign (Folgers Coffee)
Folgers ran ads implying a wife’s worth was tied to her ability to brew proper coffee for her husband. An outdated reinforcement of domestic gender roles.
Tipalet
This ad suggested that blowing cigarette smoke into a woman’s face would attract her, combining sexism, bad manners and glamorizing smoking, a trope that would be deeply offensive today.
“White Knight” (Ajax Laundry Detergent)
In Ajax’s ad, a mounted knight cleans women’s garments with his lance, a depiction that both objectifies women and upholds outdated gender roles.
“Show Her It’s a Man’s World” (Van Heusen)
Van Heusen’s ad portrayed men as dominant and women as subservient, directly challenging modern expectations of equality.
“Ancient Chinese Secret” (Calgon)
Calgon’s ad portrayed an Asian couple as quirky dry-cleaners, playing into cultural stereotypes and exoticism, tactics that advertisers avoid today.
“Sugar Shock” (Kool-Aid)
Encouraging kids and mothers to add more sugar, and targeting children with sugary drinks while downplaying health risks, would now be seen as irresponsible and harmful in light of concerns about childhood obesity.
“Nothing Comes Between Me And My Calvin’s” (Calvin Klein)
With that infamous line spoken by 15-year-old Brooke Shields, Calvin Klein promoted its jeans through suggestive advertising, which sparked debate due to her age.
