Bayer Disowns Controversial Lion-Winning Ad, Saying BBDO Made It Just to Win Awards

AlmapBBDO paid for the ad to run in Brazil

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

CANNES, France—In a remarkable turn of events, Bayer has now distanced itself from a controversial Brazilian aspirin ad made by AlmapBBDO that won a bronze Lion in Cannes—and which caused a stir when it was accused of being sexist.

The client now says the agency had run the ad solely to win awards. In addition, Bayer says it will not allow the campaign to ever be used again.

(UPDATE: BBDO has withdrawn all Brazilian Bayer work from the Cannes Lions and will return the bronze Lion.)

In a statement to Adweek, Bayer acknowledged approving the ad, but said it ran only in "limited placement" in Brazil and that the company hasn't done any aspirin advertising in the country for "several years." 

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in