
Welp, this won’t be “”Reel Ad of the Week.” Heinz has found itself in hot water over a controversial ad campaign called “Smiles,” which was intended to tie into the cultural moment surrounding the Joker: Folie à Deux film.
The ads, created by GUT’s recently opened New York office, launched in Europe, featured individuals with ketchup smeared around their mouths, designed to represent broad grins. However, one ad, featuring a Black man, quickly sparked criticism, with some saying it evoked imagery reminiscent of blackface and minstrel shows, where Black men were stereotypically portrayed with exaggerated features, particularly large red lips.
On Instagram Gut New York chief creative officer Lucas Bongioanni said , “’Heinz Smiles’ is all about amplifying people’s irrational love for Heinz within this moment in pop culture. That messy experience of having ketchup smeared across your face was the perfect way to connect with global consumers and spark conversation.”
Not everyone, especially people of color, took it that way.
Andre Gray, chief creative officer at Annex88, voiced his concerns on LinkedIn, criticizing the campaign for its lack of cultural awareness. “How are we still lacking the diverse teams and cultural competency to have the semiotics of our imagery properly scrutinized BEFORE it gets out in the world? from agency, to client, to production, to media…. no one said, maybe we should move this away from minstrel show and Blackface connotations?????
Heinz, through a spokesperson, apologized and announced that it would immediately remove the ads, recognizing the hurt it had caused. The brand explained that while the intent was to resonate with pop culture, it acknowledged the offensive nature of the ad and expressed a commitment to doing better in the future.
This incident marks the second time in recent days that Heinz has had to pull a campaign due to racial insensitivity. A separate ad for Heinz pasta sauces in the U.K., created by VML, faced backlash for perpetuating stereotypes about absent Black fathers. Heinz also apologized for that campaign, stressing their intent to learn from these missteps.

This controversy has reignited discussions about the importance of diverse teams in the advertising industry and ensuring that campaigns are culturally sensitive before they are released to the public.
Heinz’s recent missteps highlight how tone-deaf ads can easily alienate and offend audiences, underlining the need for brands to be more thoughtful and inclusive in their marketing efforts.
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