I finally watched a company's apology video back to back with their original ad, and the difference is wild

Amy Taylor · 2026-09-30T20:55:06.405542+00:00

So last month there was this outdoor gear brand that put out a 45 second ad making fun of people who hike with too much gear, and hikers dragged them so hard in the comments that the brand pulled it in about 3 days. Then they dropped an apology video where the same CEO who did the smug voiceover in the first ad sits in a plain room and talks real slow about "listening to the community," and it got more views than the original. Honestly though, I think the apology was worse than the original ad, because at least the first one was them being honest about how they see their customers, so why do we keep rewarding brands for pretending they changed?

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I finally watched a company's apology video back to back with their original ad, and the difference is wild | Brand Fails & PR Disasters - SMM Buzz