Branded entertainment has the potential to be a game-changer when done well. It can connect with audiences on a deep emotional level and spark genuine conversations. However, when it misses the mark, the results can be far from ideal. Some campaigns come across as forced, tone-deaf, or simply out of touch with the very people they aim to engage. Here are a few memorable moments where branded entertainment didn’t quite hit the right note—and what we can take away from them.

Pepsi & Kendall Jenner (2017) 

The Protest Ad Misstep Pepsi’s controversial ad with Kendall Jenner aimed to tap into social activism, but the execution missed the mark. The ad was criticized for trivializing important protests by suggesting a can of soda could resolve societal issues. This backlash taught us a vital lesson: authenticity and understanding are key when aligning with social movements.

McDonald’s UK – The Dead Dad Ad (2017)

McDonald’s UK attempted to pull at heartstrings with an emotional ad about a boy and his late father, only for it to feel forced when the big reveal was that their bond was over a Filet-O-Fish sandwich. Many felt it was in poor taste. This highlights how authentic emotion is powerful in branding—but forced sentimentality can easily backfire.

Sony’s Fake PSP Blog (2006) – The Astroturfing Mistake

In an attempt to promote the PlayStation Portable, Sony created a fake blog pretending to be a fan’s personal experience. However, it was obvious to many that it was a marketing stunt. The lesson here? Authenticity is paramount—deceiving your audience never works in the long run.

Ford India – The Offensive Cartoon Ads (2013)

Ford India ran a series of ads that featured cartoonish depictions of bound and gagged women in the trunks of cars. The public quickly labeled them offensive and sexist. This served as a stark reminder to always consider cultural and ethical sensitivities before launching a campaign. Humor can be a great tool, but it needs to be handled with care.

Snapchat’s Rihanna & Chris Brown Ad (2018)

The Thoughtless Poll Snapchat faced backlash when it ran a poll asking users whether they would rather “slap Rihanna” or “punch Chris Brown,” referring to their history. The ad was criticized for making light of domestic violence, resulting in a massive drop in stock value and consumer trust. The key takeaway here is that certain topics should never be used for engagement or entertainment, no matter the context.

What Can We All Learn from These Moments?

Branded entertainment is more than just a marketing tool—it’s about creating meaningful connections. When brands lose sight of cultural sensitivity, authenticity, and audience perception, they can unintentionally damage their reputation. To make sure your branded content lands in the right way, here are a few key lessons:

• Stay authentic – Consumers value genuine connections and can spot inauthentic content from a mile away.
• Be socially aware – It’s important to approach sensitive topics with care and respect. Exploiting serious issues for the sake of a campaign can have lasting negative consequences.
• Test your message – It’s always a good idea to run your campaign by a diverse group of people to spot any potential red flags before launching.
• Know your audience – If your content feels forced or doesn’t resonate with the values of your audience, it’s time to rethink it.

Branded entertainment can be a powerful tool when executed with thoughtfulness and authenticity. By learning from past mistakes, brands can create content that connects with their audience in a meaningful and positive way.