2024 Campaign Launch Fails

Coca-Cola: Christmas 2024

What happened:

Coca-Cola’s identity is so entwined with Americana and Christmastime that the Atlanta-based bubbly sugared water conglomerate is often incorrectly credited with creating the modern image of Santa Claus. To be fair, he is decked out in their corporate colors and seems no stranger to high-fructose corn syrup. In reality, the red-and-white Santa found at Costco stores across America starting each August dates back to the American Civil War, but such is Coke’s marketing might that people still associate the brand with the jolly old elf. So it was only natural that someone facing a deadline and a tight budget at Coke’s marketing agency typed “Christmas + nostalgia + cola” into the jolly old AI generator and voila: it coughed out a yuletide abomination generously described by the horrified citizens of the Internet as “soulless.” Sure it conjures the familiar iconography of Coke ads of Christmas Past, especially its 1995 “The Holidays are Coming” spot, but it also points to the potential grim advertising hellscape of an AI-dominated Christmas Future. Humbug.

What did we learn from this campaign: AI has come a long way in a remarkably short time. Though it would seem Don Draper’s job is safe, at least for now. If the goal of the campaign was to be noticed and get people talking about both the potential and limitations of AI in marketing, then Coke did a bang-up job. Thanks for the conversation prompt. If it was to weird people out every December like Tom Hanks’s dead CGI eyes in The Polar Express, then mission accomplished. Your hearts are two sizes too small. But those goals were probably not in the creative brief. So what did we learn from this merry catastrophe? AI can do a remarkable job of making things that look almost real – and that has an enormous amount of utility throughout the creative process – but failing to crest the far rim of the uncanny valley is still a surefire recipe for unintentional body horror and some very self-serious YouTube takes.

Jaguar: “Copy Nothing” Rebrand Reveal

What happened:
Jaguar’s newest rebrand is a bold, energetic move with a clear sense of style. It’s sleek, modern, and daring—featuring clean lines, sharp typography, and a vibe that declares, we’re just getting started. This refresh is less about nostalgia and more about momentum, setting the stage for product reveals. In essence, Jaguar is rewriting the playbook with confidence, and many are paying attention. The tagline, “Copy Nothing,” isn’t just a slogan—it’s a statement of intent. The campaign ethos centers on two words: Exuberant modernism. However, it hasn’t been without its share of criticism. Notables like Elon Musk quipped, “Do you sell cars?” on X, pointing out the absence of any vehicles in the rebrand video reveal.

As expected, the internet was full of loud voices, with some criticizing the campaign as overly “woke.” But if the online world has taught us anything, it’s that negative voices often dominate discussions. Still, there were positive takes from both the branding and automotive communities, praising its creativity and boldness. And the font? It’s undeniably striking—drawing comparisons to typography resembling the film Dune, adding to the futuristic, cutting-edge aesthetic of this rebrand.

What did we learn from this campaign:
One thing is for certain: It had everyone talking. The campaign proves it’s okay to lean into boldness and even stir up controversy, as long as the decisions are data-backed. Some people will embrace it and listen, while others will voice their opinions more openly. For Tata Motors, Jaguar’s parent company, the stock saw a slight uptick, though any downward trends before the announcement were attributed to an existing market trend. More recently, Jaguar’s new electric vision leaked just hours before its official unveiling. As for the future, the jury is still out. The rebrand will ultimately be judged by what comes next. Jaguar has thrown down the gauntlet—now let’s see if they can live up to their promise and, of course, the hype.

Google Gemini ad

What happened:

Google’s latest Gemini ad took a bold step but stumbled in its execution. Premiering during the Olympics, the ad showcased a father using Gemini to write a heartfelt fan letter to his daughter’s hero, Olympic athlete Sydney McLaughlin-Levrone. The goal? Position Gemini as a creative companion. The result? A wave of backlash. Critics called out the ad for overstepping—using AI in personal, emotional moments that many believe should stay human. Google even disabled comments on YouTube, signaling they may have anticipated—or at least underestimated—the controversy.

Here’s the twist: Google is a major Olympics partner, leveraging AI tools for NBCUniversal’s coverage. But while the partnership celebrates technological innovation, the ad clashed with the Olympics’ core values: human achievement and effort. And consumers took note, quickly pointing out the disconnect.

What did we learn from this campaign:

Google’s recent Gemini ad sparked backlash, with critics accusing it of promoting AI at the expense of human connection and creativity. The controversy reignited fears about AI encroaching on emotional and creative spaces. Consumer trust in AI remains fragile; as of late 2023, a third of North Americans distrust generative AI, and half haven’t used it. While creative advertising can showcase AI’s potential, campaigns that threaten human experiences often backfire.

The lesson? AI marketing should emphasize collaboration over replacement, enhancing rather than overshadowing human creativity. Google’s misstep highlights the challenge of aligning AI innovation with human values. To recover, the brand must rebuild trust and demonstrate that AI can coexist with humanity, inspiring rather than alienating its audience.

House of Illuminati: Willy’s Chocolate Experience

What happened:

Families in Glasgow, Scotland, eager to step into a “world of pure imagination,” instead found themselves in what can only be described as a Fyre Fest for chocolate lovers. The event, Willy’s Chocolate Experience, promised magical treats and immersive delights. What did it deliver? A half-inflated bouncy castle, a few sparse decorations, and the pièce de résistance—a half-cup of lemonade and two jelly beans per person.

Parents who paid about $44 per ticket were understandably furious. “There were maybe 20 chairs, a couple of tables, and a half-inflated bouncy castle,” one attendee shared. Even the hired actors couldn’t believe the lackluster setup. Photos of the event, featuring barren decor and an especially downtrodden Oompa Loompa, quickly went viral, cementing the experience as an instant social media punchline.

What did we learn from this campaign:

The Willy’s Chocolate Experience debacle is a cautionary tale in the booming live events industry, projected to double globally by 2032. AI-generated ads made it easy to fabricate a glossy, but fake, experience. Typos, surreal images, and nonsensical scripts hinted at deeper issues. The event collapsed amid parent protests, police involvement, and a premature shutdown. This fiasco raises urgent questions about consumer protection, especially in the AI era. If AI can conjure convincing but false marketing, what’s stopping larger scams? The lesson for the industry: AI’s promises must align with reality. In this case, the “world of pure imagination” left attendees with disappointment instead of magic.

Apple: “Crush!” iPad Pro Campaign

What Happened

In May 2024, Apple launched the “Crush!” campaign to promote its iPad Pro. The ad showed a hydraulic press smashing various creative tools like cameras, paintbrushes, and typewriters. The idea was to show that the iPad Pro could do everything these tools could—but better.

Unfortunately, the ad upset a lot of people. Artists and creators, many of whom are loyal Apple users, felt it dismissed the value of traditional tools. Instead of being impressed, they felt insulted. Apple quickly pulled the ad, and their marketing leader, Tor Myhren, even apologized, stating the campaign ‘missed the mark.’

What did we learn from this campaign:

This campaign is a reminder that bold ideas don’t always land the way you hope. Apple wanted to show off the iPad Pro as a modern all-in-one creative tool, but the execution didn’t respect the deep connection many people have with traditional methods.

Here are some key takeaways:

1. Understand Your Audience: Apple’s core creative users value tradition and innovation. Ignoring this balance can backfire.
2. Test Before You Launch: Showing the ad to different groups beforehand might have revealed how it could be misunderstood.
3. Apologize When You Mess Up: Apple’s quick response and honest apology helped prevent the backlash from spiraling further.

This campaign teaches us that being bold is great—but you also need to be thoughtful about how your message will come across.