Are shock-based ads the new normal?

Swiss watchmaker Swatch issued an apology and pulled its ads after a recent campaign featured an Asian male model pulling the corners of his eyes back in a “slanted-eye” pose. However, it’s not the only company facing backlash for taking a riskier marketing approach.  
 
In the race to go viral, brands including American Eagle Outfitters, Dunkin Donuts, and E.L.F. Beauty have released ads that were quickly criticized on social media for promoting white-centric beauty ideals or for hiring celebrity endorsers with negative associations. 
 
As hostility toward diversity, equity, and inclusion initiatives grows, the push to appeal to a broader, more diverse customer base has also shifted.  
 
🔗 Are brands out of touch or reinventing their audience? Read what marketers say at our link in bio. 
 
#DEI #AmericanEagle #ElfBeauty #DunkinDonuts #Marketing 

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Post from Reuters on August 28, 2025

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