Dating app fatigue reached a fever pitch this year, and there is growing evidence that younger users are abandoning the apps in favor of meeting potential connections in-person. So some people eagerly anticipated Bumble’s rebrand, which in teasers claimed to address the needs of “exhausted” women. However, the subsequent reveal suggested Bumble had partly missed the point. The brand later apologized for billboards that read, “You Know Full Well a Vow of Celibacy is Not the Answer” and “Thou Shall Not Give Up on Dating and Become a Nun.” Critics said the ads ran counter to female empowerment by showing insensitivity to issues such as bodily autonomy, consent, the asexual community, and reproductive rights in the current U.S. political climate. –Brittaney Kiefer
Apple | ‘Crush’
It was supposed to be a sleek product demo for Apple’s new AI-powered iPad Pro. A hydraulic press flattens creative objects, including paint cans, cameras, and musical instruments, then lifts again to reveal Apple’s thin device. The cleverness of the ad’s craft was overlooked, though, in the ensuing uproar. Critics called the commercial “soul-crushing,” “disgusting,” and “destructive,” saying it represented technology’s threat to human creativity. As creatives fret about how AI will impact their professions, Apple unwittingly tapped into a widespread fear. The brand later apologized for the ad and pulled it from TV. –Brittaney Kiefer
Jaguar | ‘Copy Nothing’
Jaguar’s bold rebrand left many people scratching their heads. The luxury car brand replaced its fierce cat logo with a blend of upper- and lowercase fonts. There wasn’t a car in sight in the accompanying ad. Instead, the Avant Garde-style film featured a techno soundtrack and a diverse cast of models dressed in neon outfits. Jaguar’s new look prompted ire from fans, including X owner, Tesla CEO, and Donald Trump’s right-hand man, Elon Musk, who responded to the rebrand with the sarcastic question, “Do you sell cars?” Cue the outcry from Musk fanboys and conservative activists, who accused Jaguar of “woke” marketing. Or was Jaguar’s unexpected move necessary to revive a flagging business? Only time–and car sales–will tell. –Brittaney Kiefer
