The price of a wrong message

When Communication Goes Wrong (And Why We Should Learn From Mistakes)

How many times have you seen an advertising campaign and thought, "Brilliant! I wish I'd thought of that myself"?

But have you ever stopped to look at the ones that didn't work?

In the world of communications, there aren't just textbook case histories to inspire, but also glaring examples of flawed strategies.

Mistakes that make headlines, that cause outrage, that end up on the front pages... but for the wrong reasons.

Why does this happen?

Sometimes all it takes is a misplaced word, an untested image, or an idea that's too "advanced" (or simply out of focus) to transform a great intention into a communication disaster.

And these aren't just things to avoid, but valuable lessons to learn.

Apple and the commercial "Crush!". When Creativity Overwhelms Emotion

In May 2024, Apple released a commercial for the new iPad Pro: a hydraulic press that destroys musical instruments, paintbrushes, game consoles, books, and cameras.

The message? All the creativity in a single device.

The result? A media boomerang.

Rather than shocking, it outraged: artists, creatives, and users felt "crushed," just like the objects in the video.

Apple was forced to pull the campaign from TV, keeping it online only.

Innovation can't afford to ignore emotion. A visually powerful campaign can be a mistake if it doesn't consider audience empathy.

Spot Apple iPad Pro "Crush"

Kellogg's and the Cereal Dinner Idea: when Saving Becomes Insensitivity

In the midst of an inflationary crisis, the CEO of Kellogg's proposes an "economical" alternative for American families: eating cereal for dinner.

A phrase that sounds more like an off-color joke than a concrete solution.

The public is unforgiving.

Outrage erupts on social media: some criticize the proposal for its social insensitivity, while others point out that it doesn't reflect a balanced diet (given the sugars in cereals).

When you communicate in difficult times,

you must listen before you speak. Empathy isn't optional: it's the foundation of every effective message.

"Cereals in the Time of Inflation"

Duolingo and the dying (and resurrecting) owl: when storytelling risks becoming confusing

Duolingo did something unprecedented: it announced the death of its mascot, Duo the owl, only to “resurrect” him with a viral campaign within weeks.

The effect? ​​A mix of genius and chaos.

Some applauded the originality and ability to harness the irony of social media. Others spoke of confusion, disorientation, and excessive provocation.

Daring is essential, but

storytelling cannot lose control of the message.

A strong identity can also play with surprise, but it must be consistent with the brand's values.

Screenshot of Duolingo's viral campaign

So, what can we learn?

Major communication crises never arise from a single error, but from a series of ignored details: context, timing, sensitivity, audience.

Every misstep is an opportunity to refocus the way a brand speaks, listens, and positions itself.

Effective communication isn't just creativity: it's strategy, listening, and awareness.

At Grey’s Company, we help brands and companies build consistent, relevant, and value-generating messages.

Trust us for communication that truly speaks to your audience.