The modern ad game has shifted into dangerous territory. With the U.S. pulling back on diversity programs and a market drowning in short attention spans, brands are betting big on controversy to cut through the noise. But what looks like bold marketing often slips into self-inflicted wounds.
Swatch found itself in that trap when it ran an ad featuring an Asian model pulling his eyes into a slant—a pose long weaponized as a racist taunt. The company scrambled to apologize, but the damage was already done, raising the question: was it an accident, or a calculated attempt to go viral?
The Swiss watchmaker isn’t alone. American Eagle’s much-hyped Sydney Sweeney campaign leaned on a pun between “jeans” and “genes,” a choice that critics said veered into uncomfortable territory about race and biology. The ad caught fire online, and even drew a presidential nod—Donald Trump called it the “HOTTEST ad out there” while dismissing criticism as “woke nonsense.”
Dunkin jumped into the storm too, pushing a “Golden Hour” drink with actor Gavin Casalegno, who credited his tan to “genetics.” Online reaction was swift, slicing through the company’s sunny intentions.
This push toward edgier campaigns comes as inclusivity—once the sacred thread of post-2020 marketing—has been pushed to the sidelines. Five years after George Floyd’s killing reshaped corporate language and branding, inclusivity has given way to a high-risk chase for clicks and clout.
But not all attention is good attention. Marketing strategists warn that while these ads may ignite short bursts of viral chatter, they risk burning away trust and alienating entire demographics. “When brands choose exclusionary messaging, they’re leaving money on the table,” noted one expert, pointing to the fast-growing buying power among Asian, Black, and Latin consumers.
And then there are the brand choices that seem almost destined for backlash: L’Oréal teaming up with an OnlyFans creator despite its own guidelines, or Elf Beauty casting comedian Matt Rife, notorious for a domestic violence joke. Elf quickly issued an apology. L’Oréal stayed quiet.
Swatch and Elf retreated. American Eagle, however, doubled down. A senior executive revealed that when Sweeney was asked how far she wanted to push the campaign, she simply smirked and said: *“Let’s push it. I’m game.”* The brand’s response: *“Challenge accepted.”*
Risk has become the currency of modern advertising. But for companies eager to chase lightning, the question remains: is the spark worth the scorch?
