Trump in Advertising
Advertising has always treated politics like a spice: thrilling in small doses, indigestible in bulk.
In 2016–2017, Trump was the hottest chilli in the pantry - irresistible to planners and press offices alike. Then the market cooled.
Our analysis is that there were 72 campaigns about Donald Trump submitted to Cannes Lions in 2017.
Down to 34 in 2018. Down to five in 2019. And in 2025…well, let’s just say Trump isn’t funny any longer.
Here are some from the Directory archives, when advertisers and agencies were less afraid…
1.
Agency: Memac Ogilvy, Jordan
Client: Royal Jordanian Airlines
Title: Ban Voyage
Date: 2016
Case study: HERE
During the presidential election campaign of 2016, Trump proposed a ban on all Muslims travelling to the USA. Cheeky Royal Jordanian ran a campaign offering discounted flights “while you still can.” They followed this up with even greater price reductions when all talk of a ban was dismissed.
The idea reached 450 million people. Bookings increased by 50%
2.
Agency: Fisheye, Bangalore
Client: Te-A-Me
Title: Please, Mr. Trump. Drink The Tea
Date: 2016
Green tea is said to “fight against harmful free radicals, it helps purify mind and body and is also proven to help make people smarter.” This was the message delivered to Trump Tower along with enough tea to last the presidency.
New Yorkers were exhorted to plead, “Mr. Trump, drink the tea”.
3.
Agency: mortierbrigade, Belgium
Client: Equal Pay Day Europe
Title: Speaking like a 9-year-old
Date: 2017
Case study: HERE
Donald Trump’s language was said to be like that of a nine-year-old.
Which is the age a woman has to start work if she is to earn the same as a man in the same jobs in her lifetime.
Leaning on Trump’s reputation for misogyny, the campaign highlights the ridiculousness of the pay gap.
4.
Agency: 23 Stories Condé Nast
Client: Comedy Central
Title: The Donald J. Trump Twitter Library
Date: 2017
The story made it into The Guardian: HERE
A pop-up museum around the corner from Trump Tower in New York was designed to reflect the libraries of past presidents but displaying Trump’s ‘greatest hits’ (“covfefe”) in gilt frames.
The Guardian called the exhibition “jarring and funny, absurd and sad.”
5.
Agency: McCann, Melbourne
Client: Clean Ocean Foundation, Australia
Title: SmartWax
Date: 2020
Case study: HERE
Climate change is making the seas more acidic. Clean Ocean Foundation developed a new surfboard wax (essential for riding the waves) that neutralises the acids.
To encourage surfers to buy the wax, it was sold as a mould of Donald Trump, famous for denying climate change.
The formula was made freely available to all and within a month, 70% of surf wax brands were using it.
That’s all for now :)
