Hello, wise friend  

When done well, celebrity-endorsed ads can be very successful.

The halo effect ensures that any desirable attributes of the celebrity (fame, power, good looks, and wealth) rub off on the brand like magic dust.

However, not all campaigns hit the right note and end up pushing things too far.

In some cases, the brand loses out big time. In others, the controversy helps fill the company’s coffers.

As Oscar Wilde once said, “The only thing worse than being talked about is not being talked about”.

Below are ten ads that certainly got people talking…

1. Sydney Sweeney for American Eagle (2025)

What Happened: In July 2025, American Eagle jeans launched a campaign featuring American actress Sydney Sweeney, with the tagline: “Sydney Sweeney has great jeans.”

Why It Bombed: Critics said the play on words “great genes” with imagery of a blonde, blue-eyed actress evoked undertones of eugenics and racial “perfection.” Others called it tone-deaf in an era of heightened sensitivity around representation and inclusivity. Moreover, the advertising style drew comparisons with the famous 1980s Brooke Shields’s Calvin Klein jeans ads, which were themselves criticised for sexualising a young teen.

The Takeaway: Even light-hearted wordplay can backfire if it inadvertently touches on deeper cultural or racial subtexts, especially when physical traits are involved.

2. Ashton  Kutcher for Popchips (2012)

What Happened: The Hollywood actor Ashton Kutcher appeared in a Popchips ad campaign playing a character named “Raj,” complete with dark makeup and a stereotyped accent.

Why It Bombed: The campaign was immediately flagged as racist and culturally insensitive. Popchips pulled the video and apologised.

The Takeaway: Stereotyping and cultural caricature in ads are high-risk territory! When a celebrity engages in offensive portrayals, it reflects poorly on both the brand and themselves.

3. Khloé Kardashian for Protein World (2017)

What Happened: Kardashian clan member Khloé starred in a campaign asking, “Can you keep up with a Kardashian?” alongside fitness and diet products promising results in 30 days.

Why It Bombed: Viewers accused the ad of promoting unhealthy beauty standards and body-shaming those who couldn’t attain Kardashian-level physiques. Over 150 complaints were filed with the UK advertising watchdog.

The Takeaway: When linking celebrity physiques to diet or fitness products, brands risk promoting unrealistic ideals and facing backlash over body image and health responsibility.

4. Bruce Willis for Russian Bank Trust (2011)

What Happened: Willis appeared in ads for a Russian bank using the tagline “When you hear from Bruce Willis, you can trust it”.

Why It Bombed: The ad’s timing coincided with political scandals around Russian banking corruption, making the “trust” theme seem ironic or tone-deaf. It seems their track record hasn’t improved in the intervening years.

The Takeaway: Context matters. Even a great concept can misfire if it clashes with prevailing sentiment.

5. Kendall Jenner for Pepsi (2017)

What Happened: Pepsi released a bizarre commercial titled “Live for Now” starring Kendall Jenner, where joins a protest fully of uncharacteristically upbeat people, and hands a can of Pepsi to a police officer. That’s two clangers from the Kardashian clan in one year!

Why It Bombed: It was heavily criticised for trivialising protest movements, particularly the image of a woman handing a soft drink to police during a march, which many felt co-opted social justice imagery for commercial gain. It was also just a super cringy ad.

The Takeaway: When a brand uses sensitive cultural or social issues in its narrative, it must handle them with care.

6. Kanye West for Adidas Yeezy (2022/23)

What Happened: Kanye’s Yeezy partnership generated billions in sales until his antisemitic remarks and erratic behaviour caused a global backlash. Adidas ended the deal, losing an estimated $1.3 billion in unsold stock. Whoops!

Why It Bombed: His personal actions turned the once-edgy collaboration toxic almost overnight, forcing the brand to sever ties despite huge financial stakes.

The Takeaway: When a celebrity is the brand, reputational risk runs extremely high. Treat carefully.

7. Paris Hilton for Carl’s Jr. (2005)

What Happened: The heir to the American hotel chain Paris Hilton appeared in a sultry TV ad washing a Bentley in a rather revealing outfit while eating a Carl’s Jr. burger, ending with the tagline: “That’s hot.”

Why It Bombed: It’s really not hard to see why this ad courted controversy. People condemned that ad for over-sexualising women to sell fast food. Parents’ groups and feminist organisations went mad, accusing the brand of reducing Hilton to a sex object and glamourising gluttony.

The Takeaway: Shock value and sexualisation certainly get attention, but it’s a bold strategy that can easily backfire.

8. Pierce Brosnan for Pan Bahaar (2016)

What Happened: The former James Bond actor appeared in Indian ads for Pan Bahaar, a mouth freshener often associated with chewing tobacco. The campaign used the slogan “Class never goes out of style.”

Why It Bombed: Indian audiences accused Brosnan of endorsing a product tied to cancer risks. He later claimed he was misled about its nature and threatened legal action.

The Takeaway: When endorsing foreign brands, celebrities must do their due diligence to avoid career-damaging headlines.

9. Beyoncé for Pepsi (2013)

What Happened: The music megastar Beyoncé signed a $50 million deal with Pepsi shortly after her UN campaign promoting healthy living and anti-obesity messages.

Why It Bombed: Health activists quite rightly accused her of hypocrisy for endorsing sugary drinks while publicly advocating against them. A massive own-goal for Queen Bey!

The Takeaway: Celebrities with social causes must ensure their brand alignment matches their message; otherwise, authenticity goes out the window.

10. Colin Kaepernick for Nike (2018)

What Happened: Nike made the former NFL quarterback known for controversially kneeling during the national anthem the face of its new campaign, with the slogan “Believe in something. Even if it means sacrificing everything.”

Why It Bombed (for some): The ad polarised public discourse. Supporters hailed it as brave, while critics burned Nike products and called for boycotts, accusing the brand of politicising sport.

The Takeaway: Politics and brands don’t usually mix well. Taking a political stance can alienate part of your audience, but also strengthen loyalty with another part. It’s a high-risk, high-reward move.

Any others you’d add to the list?

Big love,

Chris & the 42courses team x

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