Under the Influence with Terry O'Reilly: Recorded Live in Toronto – "Wicked Brand Fails of 2024"

In the March 8, 2025 episode of Under the Influence with Terry O'Reilly, host Terry O'Reilly delves into a series of notable brand failures that marked the advertising landscape in 2024. Recorded live at Reed's Distillery in Toronto, the episode offers insightful analyses of how even industry giants can misstep, often with unintended and far-reaching consequences. Below is a detailed summary of the key brand missteps discussed, enriched with notable quotes and structured for clarity.

1. Apple’s “Crush” Commercial Misfire

Timestamp: [06:43] – [09:08]

Apple, renowned for its groundbreaking marketing strategies since the mid-80s, faced unexpected backlash in 2024 with its latest commercial for the iPad Pro, aptly titled "Crush." Directed as a homage to their iconic 1984 Super Bowl ad, "Crush" was intended to signify the consolidation of creative tools into the sleek new tablet. However, the execution missed the mark significantly.

The commercial featured various creative objects—trumpets, pianos, guitars—being destroyed by an industrial crusher, culminating in the reveal of the new iPad Pro set to the tune of Sonny and Cher's "All I Ever Need Is You." Contrary to Apple's intention to highlight the tablet's versatility, audiences perceived the ad as "soul-crushing," symbolizing the obliteration of traditional creative mediums by technology.

One critic poignantly remarked, "It's like being seasick. Your eyes and your stomach register two distinctly different impressions" ([08:33]).

Apple's vice president of marketing issued a rare apology:

"Creativity is in our DNA. At Apple, our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video and we're sorry."

The misstep provided Samsung with an opportunity to counter with their "Uncrush" campaign, reinforcing the competitive nature of the tech advertising arena.

2. Bath and Body Works’ “Candle Snowed In” Controversy

Timestamp: [14:13] – [16:22]

In fall 2024, Bath and Body Works launched a seasonal candle named "Candle Snowed In," which quickly became embroiled in controversy. The candle's label featured a stylized snowflake that inadvertently resembled the hoods of the Ku Klux Klan, complete with eye holes. Despite the company's description of the candle as having "cozy notes of buttermilk, musk, and vanilla," social media users latched onto the unintended resemblance, dubbing it "Klandal."

Bath and Body Works responded promptly by withdrawing the product from both online and retail stores. In their apology, they stated:

"We are committed to listening to our teams and customers and committed to fixing any mistakes we make, even those that are unintentional, like this one. We apologize to anyone we have offended."

This incident underscored a broader issue within corporations—the lack of diversity in product approval and marketing decision-making teams, which can lead to oversight of culturally sensitive elements.

3. Heinz’s “Smiles” Campaign and Subsequent Backlash

Timestamp: [16:26] – [25:04]

Heinz endeavored to capitalize on the release of blockbuster films "Joker 2" and "Smile" with a three-part campaign titled "Smiles." The ads featured Heinz fans displaying exaggerated, ketchup-smeared smiles, aiming to playfully connect the brand with the films' themes. However, one particular ad depicting a Black man with ketchup smeared on his lips evoked unsettling echoes of blackface imagery from historical minstrel shows, leading to immediate public outcry.

The backlash extended to Heinz's European campaign, where a poster showing a Black bride spilling spaghetti sauce on her white wedding dress was criticized for perpetuating negative racial stereotypes. In response, Heinz swiftly pulled the ads and issued apologies:

"We are actively listening and learning and sincerely apologize for any offense caused by our recent Smiles campaign... We recognize that this does not excuse the hurt it may have caused. We will do better."

Despite the intent to engage with contemporary pop culture, the campaigns' insensitivity highlighted the critical importance of cultural awareness in advertising. Competitors seized the opportunity to reinforce their inclusivity, emphasizing the need for diverse perspectives in creative processes.

4. Bumble’s Rebranding Misstep with Celibacy-Themed Ads

Timestamp: [Additional details assumed around [unknown time within transcript]]

Bumble, the dating app known for empowering women to make the first move, attempted to rebrand in April 2024 amid a challenging period for dating apps, which had collectively lost over $40 billion since 2021. The rebranding campaign featured teaser ads portraying women’s exhaustion with modern dating, culminating in a narrative where a woman retreats to a remote convent to embrace celibacy, only to be tempted back by dating.

The final ad depicted her leaving the convent, signaling Bumble’s shift and introducing the "New Bumble." The imagery of nuns in "foreboding yellow habits" drew unfavorable comparisons to the oppressive uniforms in The Handmaid's Tale, thereby alienating the audience. Criticism intensified in light of ongoing restrictions on reproductive rights in the U.S., with figures like Julia Fox voicing support for celibacy as a personal choice.

Bumble's rapid response included pulling the video and issuing an apology:

"We made a mistake. Our ads referencing celibacy were an attempt to lean into a community frustrated by modern dating, and instead of bringing joy and humor, we unintentionally did the opposite."

The backlash not only affected Bumble's brand image but also provided competitors like Feeld with a platform to promote their own celibacy options, demonstrating how missteps can open doors for rivals.

5. Mattel’s Wicked.com Packaging Error

Timestamp: [26:38] – [33:21]

In an attempt to ride the wave of the Broadway hit "Wicked," Mattel released special edition singing dolls coinciding with the release of the "Wicked" motion picture. However, a critical error emerged when the doll packaging featured the website "wicked.com" instead of "wickedmovie.com." Unbeknownst to Mattel, wicked.com was an established pornographic site, leading to immediate concern as parents discovered inappropriate content linked via the packaging.

Mattel's swift reaction involved pulling the dolls from shelves and issuing a comprehensive apology:

"We deeply regret this unfortunate error and are taking immediate action to remedy this. Parents are advised that the misprinted incorrect website is not appropriate for children..."

Despite the prompt measures, the incident precipitated a class action lawsuit, with allegations of emotional distress caused by inadvertent exposure to explicit content. Additionally, the misprinted dolls saw a black market surge on platforms like eBay, fetching prices up to $1,000.

Terry O'Reilly reflected on the incident by emphasizing the complexities of ensuring error-free communications:

"...every single piece of communication is vetted by many hands...and still, a wicked.com slips through the cracks."

This fiasco highlighted the vulnerabilities in supply chain communications and the critical need for meticulous oversight, especially during high-stakes promotional periods like the Christmas shopping season.

Conclusion: The Imperative of Diversity in Advertising

Across all these case studies—Apple's "Crush," Bath and Body Works' "Candle Snowed In," Heinz’s "Smiles," Bumble’s celibacy campaign, and Mattel’s wicked.com error—a common thread emerged: the absence of diverse perspectives in product development and marketing decision-making processes. Terry O'Reilly underscores that while companies may meticulously plan their messaging, the reception can be unpredictable and influenced by cultural sensitivities that were previously overlooked.

"And as with all our stories today, somebody else always benefits from the gaffe... The ad industry needs more diversity in the boardroom."

O'Reilly advocates for increased diversity not merely as a trend but as an essential reality to navigate the multifaceted landscape of modern marketing, where cultural nuances and societal changes demand a more inclusive and aware approach.

Key Takeaways:

1. Cultural Sensitivity is Crucial: Brands must ensure that their messaging does not inadvertently echo harmful stereotypes or historical prejudices.

2. Diversity in Decision-Making: Incorporating diverse voices in product approval and marketing strategies can mitigate the risk of oversight and miscommunication.

3. Swift and Genuine Responses: When missteps occur, rapid acknowledgment and sincere apologies are vital in managing public relations fallout.

4. Competitive Landscape: Advertising blunders not only harm the offending brand but also provide opportunities for competitors to capitalize on the negative sentiment.

5. Complexity of Messaging: Even well-intentioned campaigns can be misinterpreted, emphasizing the importance of comprehensive reviews and cultural consultations.

Terry O'Reilly's exploration of the "Wicked Brand Fails of 2024" serves as a poignant reminder of the delicate balance brands must maintain between creative expression and cultural responsibility. As the advertising industry continues to evolve, the lessons from these failures highlight the enduring need for empathy, vigilance, and inclusivity in crafting messages that resonate positively with diverse audiences.