Successful examples of shock content

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Shocking content works when it’s well-thought-out and evokes the right emotions. Here are examples where this approach has brought success to a company:

The Italian brand Benetton has drawn attention to social issues with shock advertising. One campaign used a photo of a man dying of AIDS to highlight the problem of discrimination. The advert caused a stir, started a debate and made the brand recognizable around the world. Most of the campaigns have caused scandals, such as the poster of a kissing nun:

Kissing Nun Poster

The message is to show reality as it is. The resonance led to the brand being talked about all over the world

Anti-smoking campaigns regularly use frightening images: black lungs, deformed faces, sick people. These visual elements shock, disgust and make you think about the harm of smoking. Emotional impact enhances the effect of campaigns and helps to reach the audience. We do not even have to show an example: you probably see packs of cigarettes every day at your friends.

What makes such campaigns successful:

The effect of surprise - the viewer is not prepared for bahamas whatsapp number database what he will see.
Emotional engagement - strong feelings reinforce the message.
A vivid visual image that is hard to forget.
Bad examples of shock content
Not always shocking advertising works in a positive way. Mistakes in strategy can cause negativity and ruin reputation.

Pepsi's Kendall Jenner campaign is an example of how shock content can fail. The video, where Jenner offers a can of Pepsi as a symbol of peace at protests, was perceived by viewers as a mockery of real problems. The campaign caused a wave of criticism, and the company had to apologize and remove the ad.

Pepsi commercial with Kendall Jenner

In January 2018, H&M posted a photo of a black boy wearing a hoodie with the caption “Coolest Monkey in the Jungle” on its website. It sparked accusations of racism and led to boycotts. The company apologised and removed the image.

Boy in clothes with an inscription

Without the inscription, the advertisement would probably be quite ordinary, but it would not cause any negativity. Source: Brand History

What leads to failure:

Ignoring context means your ads may offend your audience.
Excessive rudeness - shock turns into disgust.
Lack of thought - instead of being useful, the campaign harms the reputation.
Shock content only works when it is appropriate and well thought out. It should evoke emotions, but not cross the line, so as not to end in failure.