Over the past 12 months we’ve seen a massive shift in brand advertising. Priorities have changed from selling in the key USPs of the company – whether it’s the precision of a Gillette razor blade or the quality of Nike trainers – to championing societal issues.

Whilst social media can be incredibly powerful, getting a campaign wrong can ruin a company’s reputation in seconds. 2017 was full of marketing fails from companies who usually get it so right. We’ve picked our 5 worst marketing campaigns of the year.