10 Ads That Struck a Cultural Nerve in 2024

Dating app fatigue has reached a fever pitch this year, and there’s growing evidence that younger users abandon the applications in favor of meeting potential connections in person. So some people eagerly anticipated Rebranded by Bumblewhich in teasers claimed to address the needs of “exhausted” women. However, subsequent revelations suggested that Bumble had partly missed the point. The brand later apologized for the billboards that read: “You know full well that the Vow of Celibacy is not the answer” and “Don’t give up dating and become a Nun.” Critics said the ads were against female empowerment by showing insensitivity to issues such as bodily autonomy, consent, the asexual community and reproductive rights in the current political climate of the United States. – Brittany Kiefer

Apple | ‘Crush’

It was supposed to be a slick product demo for Apple’s new AI-powered iPad Pro. A hydraulic press flattens creative objects, including paint cans, cameras and musical instruments, then rises again to reveal Apple’s thin device. The craftmanship of the ad was overlooked, however, in the uproar that followed. Criticism called the commercial “destructive”, “disgusting” and “destructive”, saying that it represents the threat of technology to human creativity. As creatives worry about how AI will impact their professions, Apple has unwittingly tapped into a widespread fear. The brand later apologized for the ad and pulled it from TV. – Brittany Kiefer

Jaguar | “Copy nothing”

of Jaguar bold rebranding left many people scratching their heads. The luxury car brand has replaced its ferocious cat logo with a mix of upper and lower case fonts. There was no car in sight in the accompanying ad. Instead, the Avant Garde-style film featured a techno soundtrack and a diverse cast of models dressed in neon outfits. Jaguar’s new look drew the ire of fans, including X owner, Tesla CEO and Donald Trump’s right-hand man Elon Musk, who responded to the rebranding with the sarcastic question, “Do you sell cars? ” Cue the outcry from Musk’s fanboys and conservative activists, who accused Jaguar of “woke” marketing. Or was Jaguar’s unexpected move necessary to revive a flagship business? Only time – and car sales – will tell. – Brittany Kiefer

Coca-Cola | “Holidays have come”