Podcast Summary: The Marketing Architects

Episode: Nerd Alert: When Ads Make Us Cringe

Release Date: September 18, 2025
Hosts: Alena Jasper & Rob Mars

Main Theme

This episode dives into the science behind "cringe" in advertising, exploring why certain awkward or embarrassing ads not only draw negative reactions, but also become viral discussion points. Using fresh marketing psychology research, the hosts break down how and why "cringe content" gets shared, what it means for brand reputation, and strategic implications for marketers.

Key Discussion Points & Insights

1. What Is "Cringe" in Advertising?

• Definition Clarified ([02:41]):
  • Cringe is a specific, vicarious embarrassment where viewers feel superior to the subject, thinking "I would never make that mistake."
  • Distinct from empathetic embarrassment, which involves feeling compassion for the person or brand.
  • Quote (Alena, 02:41):
    "The researchers argue it's a special kind of embarrassment. It's vicarious embarrassment... The key difference is that with empathetic embarrassment, you excuse the awkwardness. Maybe you feel for the person... But with cringe, you don't excuse it. You feel superior, and you think, I would never make that mistake."

2. The Power of Cringe: Research Highlights

The episode breaks down each study from a newly published paper:

• Study 1: Emotional Reactions and Sharing ([03:14])

  • When recalling awkward situations:
    • Empathetic embarrassment = compassion, unlikely to share.
    • Cringe = judgment, social savvy, high likelihood of sharing.
  • Finding: Cringe is strongly linked to word of mouth.

• Study 2: The Kendall Jenner Pepsi Ad ([03:47])

  • Analysis of 17,000+ Reddit mentions.
  • Cringeworthy protest ad generated far more discussion than polished Super Bowl ads, mainly negative but highly viral.

• Study 3: Influencer Posts ([04:12])

  • Positive post liked more.
  • Cringy post (obvious Photoshop fail) shared and discussed far more, generating negative buzz and attention.

• Study 4: Mommy Blogger Scenario ([04:49])

  • If the blogger acknowledged her bad singing → empathetic embarrassment (less sharing).
  • If she thought she was amazing (oblivious) → cringe (high sharing).
  • Demonstrates that sharing cringe is about displaying social awareness.

• Study 5: Social Comparison ([05:34])

  • Participants prone to comparing themselves to others are especially likely to share cringe content.

• Study 6: Brand Loyalty Effect ([05:54])

  • Weak brand connections = more likely to share a brand's cringe.
  • Strong brand loyalists avoid sharing, to protect their own identity.

3. Why Do We Share Cringe?

• Cringe content provides a way to demonstrate social savvy and superiority.
• Sharing is driven by the desire to show we “know better.”
• Rob's take ([06:14]):

  "People, unfortunately, I mean, social media has really shown that people love to see people screw up... It's like watching someone trip. You know, it's a shared experience."

4. Practical Takeaways for Marketers

([06:49]–[09:15])

• Awareness vs. Affection:

  • Cringe boosts visibility and conversation but doesn’t endear brands.
  • "Cringe drives awareness, but not affection." (Alena, 06:49)

• Brand Loyalists’ Behavior:

  • They often remain silent, not adding to the pile-on.

• Recovery Strategy:

  • If brands quickly own their cringe with humor, they can neutralize or flip the narrative.

• Being Ignored Is Worse:

  • Negative conversation is better than none—silence signals irrelevance.

• RobGPT Analogy ([07:15]):

  "Sharing cringe is like rubbernecking at a car accident. Nobody wants to be in it, but everybody wants to tell their friends what they saw."

5. Real-World Examples and Reflection

• The 1990s Mentos Campaign ([01:20]; [08:00])
  • Widely mocked, but sales tripled.
  • "It worked. The cringe works." (Alena, 08:09)
• Cracker Barrel Logo Controversy ([08:24])
  • Example of a brand facing public mockery, fueling conversation even when most don't care passionately about the brand.
• Oatley Singing Ad, Foo Fighters, SNL, and More
  • Illustrate the blurry line between "so bad it's good" and real brand harm.

Notable Quotes & Memorable Moments

• Alena (02:41):

  "With cringe, you don't excuse it. You feel superior, and you think, I would never make that mistake. And that sense of superiority is what makes people want to share it."

• Rob (06:14):

  "People love to see people screw up. A cringeworthy ad is just something that we all love to like. Oh my gosh, look at that. It's like watching someone trip."

• Alena (06:49):

  "Cringe drives awareness, but not affection. So if you make some cringeworthy advertising people will share it, but they won't like you more for it."

• RobGPT Segment (07:15):

  "Sharing cringe is like rubbernecking at a car accident. Nobody wants to be in it, but everybody wants to tell their friends what they saw."

• Alena (08:09):

  "It worked. The cringe works."

• Rob (09:15):

  "It's very easy to... make people outraged than make them appreciate your great advertising. So a little bit of cringe is probably not a bad thing, but you don't want it to go into, like, really negative cringe territory either."

Timestamps for Key Segments

• 00:47 – Introduction to cringe research.
• 02:41 – Defining cringe vs. empathetic embarrassment.
• 03:14 – First study: Why cringe is shared.
• 03:47 – Second study: The Pepsi protest ad and viral negativity.
• 04:12 – Third study: Influencer cringe vs. positive content.
• 04:49 – Fourth study: Mommy blogger experiment.
• 05:34 – Fifth study: Social comparison and share-proneness.
• 05:54 – Sixth study: Brand loyalty’s moderating effect.
• 06:14 – Social psychology of cringe sharing.
• 06:49 – Marketer takeaways.
• 07:15 – RobGPT analogy: Rubbernecking and cringe.
• 08:00 – Real campaign example: Mentos.
• 08:24 – Cracker Barrel and logo mockery.
• 09:15 – Brand outrage vs. admiration.

Tone and Style

Playful and self-deprecating ("Nerd Alert," "my nerd pun openers are more cringe worthy than anything"), the hosts keep the episode light and humorous, while anchoring all discussions in rigorous research and practical insights for marketers.

Conclusion

Cringe in advertising provokes mockery and judgment, fueling virality and brand awareness—often at the expense of brand affection. Marketers are reminded that while a dose of cringe can spark conversation, it's a risky lever. The better strategy? Own any blunders quickly, use humor if possible, and remember: being ignored is the worst fate in modern marketing.