‘The most disgusting minute in TV history’: 2023’s most controversial ads

If 2023 has taught us anything, it’s that people on the internet will project their own (however misguided) ideas and notions onto anything.

The marketing sector has seen a fair few controversial ads in 2023 and for some, the backlash can be understood – but for others, we can’t help but think the British public’s capacity to think coherently and rationally needs to be questioned.

Naturally, the ongoing climate crisis has been a prominent theme of this year’s work, and is ripe for dramatic and sobering ad coverage – but it would seem that not all are fans of the drastic and, yes, controversial ways in which agencies are calling it out.

On a more sober note, the Israel-Hamas War has also thrown a few curveballs into the mix, with viewers seemingly superimposing perceived pro-Israeli or pro-Palestinian themes onto just about anything they can think of.

And of course we still have the regular batch of perfectly harmless and uncontroversial ads that have caused inexplicable polemics among certain sections of the public…

Channel 4 – Carbon Skidmarks

Channel 4’s in-house creative agency 4creative has taken the concept of a carbon footprint to disturbing new heights with an attention-grabbing ad using ‘carbon skidmarks’ to mark the start of its Climate Change season.

Feature in cinemas, online and OOH spaces since 6 November, the advert – directed by GRANDMAS and produced by Academy Films – calls out CEOs of big businesses and politicians for failing to do enough to reduce their impact on the planet.

This ad has undoubtedly proven to be the most controversial so far this year, with hundreds of comments calling out its overtly graphic depiction of gyrating individuals with suspiciously-stained underpants.

Here were some of the juiciest comments left on our very own website:

“Absolutely revolting and offensive advert. Cannot understand how Channel 4 think its viewers would find it acceptable. Switching off Channel 4 until they remove this repulsive advert.”

“How has this Climate Change advert been cleared for viewing by the Advertising Standards Authority? I was shocked, horrified and appalled to watch the obscene antics of adults twerking in soiled underpants on the TV during the day when children are viewing?!?! This vile advert should be banned immediately. Shame on you Channel 4 😞”

“Children watching ,this is shameful. Masturbation, anal defecation, depictions of excrement. And this is a trailer (without a warning) at 6.30 pm. Even within a mainstream late-night programme this would have been gratuitous and tasteless. Without doubt the most disgusting minute in television history.”

Zara – The Jacket

Fashion retailer Zara has said it ‘regrets’ a controversial advertising campaign which has been accused of resembling images from the Israel-Gaza war.

It has pulled all remaining images across its social channels following days of backlash on social media, calls for a boycott and complaints to the UK’s advertising watchdog.

Titled ‘The Jacket’, the campaign – which ran across social media, on Zara’s website and in some stores – featured models posing alongside a number of mannequins with missing limbs and wrapped in white plastic, surrounded by rubble.

Critics described the images as “tone deaf advertising”, claiming they resembled photographs which have been released from within Gaza following the Israeli bombing.

While some of the most vitriolic Twitterati have tendency to blow these kinds of things out of proportion, it’s very hard to argue against the decision to pull this controversial campaign in light of recent events.

Marks & Spencer Home – Christmas 2023

This one however is rather more perplexing – M&S ended up having to cut a small scene out of its Home & Clothing festive ad because Sophie Ellis-Bextor’s eyeliner was blue (yes, really), and naturally (?) this implies support for Israel.

This latest controversy follows on from an earlier incident in which a still from the M&S ad was used as a social media advert. Featuring burning paper hats in a fireplace – which were coincidentally in the colours of the Palestinian flag – the retailer’s post was accused of being overtly ‘pro-Palestine’, despite the ad being filmed over the summer, months before the latest conflict flared up.

Original ad

Developed by London agency Mother, who recently took over the account from House 337, the controversial 80-second hero spot has now been removed from YouTube and replaced by a cut-down 60-second version that only briefly shows Ellis-Bextor toasting marshmallows.

Currys – Beyond Techspectation

We’ve genuinely no idea why this advert has proved so controversial, but apparently AMV BBDO’s clip of Curry’s expert gaining their knowledge by eating instruction manuals has infuriated a significant portion of the public.

The controversial nature of this ad seems to come largely from parents who claim to be particularly concerned about their children copying the behaviours depicted in the ad, with one saying: “So when young, impressionable children see this advert with adults eating paper thinking this is the way to gain knowledge instead of reading and learning – and then going on to choke is a good idea?”

“I am disgusted that an advert of this nature could encourage young children to eat paper. The consequences could be very serious and possibly deadly. Surely, this advert should have been vetted by someone who had a degree of common sense. Please take it off air before someone is hurt or killed.”

Some users did however find a beautiful irony in the spot, stating simply:

“Anyone who has ever asked a question in a Curry’s store will be surprised by this campaign.”

AA – “It’s OK, I’m with the AA”

An honourable mention should also be given to the AA’s summer campaign by The Gate, which some members of the public have managed to turn into a wider racism debate, criticising in particular the decision to cast Irish bank robbers and a black getaway driver.

“The statement “what’s wrong with the car” sounds like northern Irish accent, hence reinforcing the old ideas of Irish people being “thick or stupid” today it’s racist, explain please.”

“Why has the main robber got an Irish accent, if this person had another accent, colour, or creed I’m sure the way things are today there would be uproar from these groups.”

Virgin Media – “Goat Glider”

To wrap things, we end with perhaps two of the funniest, and most confusing interpretations of what is an extremely benign and uncontroversial advert. VCCP’s sequel to the superb “Highland Rider” depicts a CGI goat having the time of its life hang gliding across the desert.

Unfortunately, multiple users have somehow been unable to separate CGI from reality and have criticised Virgin for launching a live goat off a mountainside:

“Why is some idiot allowed or intent in abusing animals in your adverts. Who in their right mind would find these adverts interesting or indeed amusing, scraping the barrel for ideas, whoever this is needs sacking immediately, animals get hurt, dignity ruined by some who have no education as to care and respect of our fine creatures.”

And naturally, another user found a way a link the advert to the Israel – Hamas War, despite being released a whole three months before this latest stage of the conflict broke out:

“Ad in extremely bad taste considering hang gliders Hamas innocent people at a music festival in Israel.”