Are Brands Trippin' Over Their Own Marketing Execution?

Ever watched a brand self-destruct online? Yeah, me too. It happens so often that it makes you question if any brand has managed to avoid it.

The brand crash-and-burn story is almost always the same. It starts with a brainstorm, rolls into late nights, rushed timelines, and finally, the campaign goes live. Then someone spots the slip, the crowd piles on, and before you know it—backlash is in full swing?!?!

Recently, I came across an ad launched by e.l.f Cosmetics featuring comedian Matt Rife & drag queen Heidi N Closet. 

The brand launched a parody campaign titled“The Law Offices of e.l.f.ino & Schmarnes.” The duo acted as quirky “beauty attorneys” fighting against overpriced makeup. 

Then came the swift backlash, as Rife’s controversial history with domestic violence jokes quickly overshadowed the otherwise clever concept.

Which begs the question: Have brands been trippin’ over their own marketing execution lately?

The Campaign That Actually Landed

Think back for a moment. When was the last time a campaign landed without sparking chaos? Few examples come to mind, but Gap Inc. provides a strong case.

The well-known American multinational clothing and accessories retailer recently launched their “Better in Denim” 2025 campaign featuring the girl group Katseye dancing to Kelis’s “Milkshake.” 

What started as a simple brand push quickly blew up into a TikTok trend. The mix was effortless but effective: a nostalgic track everyone recognized paired with fresh, eye-catching visuals.

From there, it spread like wildfire. In just three days of launching, the campaign pulled in 20 million views, eventually soaring to 400 million video views with 8 billion impressions (Vlamis, 2025).

From Big Ideas To Bigger Backfires

Finding a campaign that truly lands is rare, it’s like spotting a needle in a haystack. And if Gap’s “Better in Denim” moment was the needle, then the hay is made up of all the campaigns that missed the mark. 

Here are some of the bigger flameouts:

1. Google Gemini | “Dear Sydney” (2024) 

Google wanted to show off how its Gemini AI could make life easier. In the ad “Dear Sydney,” a father uses the chatbot to write a letter to his daughter’s hero, U.S. hurdler and sprinter Sydney McLaughlin-Levrone.

But instead of pulling on heartstrings, it raised mostly eyebrows. Viewers felt it was a reminder that no algorithm can replace a real, human connection.

The takeaway? Tech can help tell the story, but it shouldn’t be the storyteller. When an algorithm writes our most personal moments, the message loses its heart.

2. Bumble | Celibacy Is Not The Answer (2024)

Bumble wanted in on the buzz, so it rolled out a billboard declaring, “You know full well that celibacy is not the answer."

Bold? Sure. However, it came across as tone-deaf, deliberately ignoring people who intentionally choose celibacy. For a brand that prides itself on empowerment, the message felt off.

The lesson? Hype only works best when the experience matches the promise. 

3. Burger King UK | Women Belong in The Kitchen (2021)

Burger King UK made waves for all the wrong reasons with its International Women’s Day campaign. The brand aimed to spotlight the lack of female chefs in the industry and promote a new scholarship program that supports women in culinary careers. 

The intention was good, but the execution missed the mark. Instead of leading with the initiative, the brand delivered an ad tweet on X (formerly Twitter) with the provocative line: “Women belong in the kitchen.”

What was intended as a clever hook quickly backfired, sparking backlash for the brand being sexist rather than empowering. 

The takeaway? Trends and shock tactics can grab attention, but without careful strategy and context, they risk undermining the very message they’re meant to promote.

Turning Lessons Into Actions

So, how do brands actually stay in the game when the Internet flips from hype to roast mode? It’s less about playing defense and more about building campaigns that can stand on their own.

✅ Check the room. Context lies in the difference between a clever campaign and a PR disaster.

✅ Choose people, not just profiles. Ambassadors carry your brand with them everywhere. Pick those whose values actually align with your brand.

✅ Let humans lead. AI can help, but it can’t replace real voices and real stories. Authenticity doesn’t come from codes.

✅ Be ready to pivot. Not every idea will land. What people remember is how you respond when things don’t go as planned.

At DOX, we ensure our campaigns remain authentic and relevant, so brands not only survive but thrive in the digital world.