Globally renowned ad agency Ogilvy & Mather created this highly controversial ad for Indian mattress company Kurl-On. The ad, which features cartoon images of Taliban shooting victim and education/human rights activist Malala Yousafzai, went viral on the Internet and was criticized by people as being highly offensive. It was subsequently pulled before appearing on any paid ads.
The ad consists of a sequence of illustrations depicting Yousafzai being shot in the face, before tumbling down to a mattress -- ostensibly a Kurl-On mattress -- and bouncing back up, seemingly healthy and receiving an award for her bravery. The tagline behind the ad is 'Bounce Back.'
The ad was part of a series of Kurl-On advertisements also featuring Mahatma Gandhi and Steve Jobs, but the one depicting Yousafzai attracted the most attention.
What Makes This Trend Stand Out
- Sensitive Advertisement
- New awareness of the sensitivity of certain issues like women's rights or human rights, affecting ads that can be offensive.
- Controversial Marketing
- Pushing the boundaries of what is considered socially acceptable for the sake of increasing brand recognition and competitiveness
- Viral Advertisements
- Social media and the internet can amplify the reach and reaction to advertisements in both positive and negative ways
Sectors Adopting This
- Advertising Industry
- Education and awareness programs should be provided to ad agencies and companies in order to build sensitive, fair and responsible campaigns that will protect companies and customers alike from potential missteps
- Mattress Industry
- Technology and innovation can provide opportunities for mattress producers to outperform competitors while still maintaining responsible campaigns
- Activist Organizations
- Activists are more aware than ever of how companies use social issues for profit and as a tool to gain recognition and can have a positive effect on exposing such attempts using their social influence and media savvy to push back against negative ads.
