The creators intended the video to evoke laughter and smiles, but Chinese consumers didn't appreciate the humor. They saw retail sector in europe data the videos as disrespectful to their culture and the spread of stereotypes, and called for a boycott of the brand. Leaked screenshots of a conversation with the brand's designer, Stefano Gabbana, in which he made offensive comments about China and the Chinese, added fuel to the fire. However, both the brand and Gabbana stated that this was untrue and that his account had been hacked.
Consequences
The show in Shanghai was canceled, although the brand's designers released a video apology, including in Chinese. In the wake of the scandal, major online retailers pulled the brand's products from sale, and media personalities withdrew from advertising campaigns.
Advertising Passions: Scandalous Creatives That Required Apologies
Setting: Germany
KFC's controversial chicken
In November 2022, KFC app users in Germany received a message urging them to commemorate the anniversary of Kristallnacht with a special chicken. Kristallnacht was the anti-Semitic pogrom that took place in November 1938 in Germany and Austria, marking the beginning of the Holocaust.
Consequences
Within an hour, messages were sent out with apologies and information about the technical error. To create push notifications, the company used a bot loaded with a calendar of national holidays and commemorative dates, which automatically generated text messages. Even this prompt response failed to prevent the company from experiencing outrage and intense condemnation on social media.