Back in 2009, Panasonic had to take this ad down. Twice!

In 2009, Panasonic found itself in hot water after releasing an ad that left viewers shaken. The ad showcased the capabilities of their Lumix camera, flaunting stunning panoramic landscapes and impressive underwater shots. At first glance, it seemed like a harmless and even inspiring piece of marketing, until it took a dark turn. The conclusion struck a nerve with audiences, leading to its swift withdrawal. Twice.

The original version of the ad featured a hiker filming and photographing his adventures, from underwater to up high in the mountains… Until the frame zooms out and you see two rescue team members going through his images, while he lies there all twisted, without moving. An unexpectedly dark twist for a tech commercial, right? While some viewers found the dark humor effective, the majority were less amused, complaining that the imagery was disturbing and in poor taste.

Panasonic quickly responded to the backlash and pulled the ad, but they didn’t abandon the idea entirely. Instead, they released a revised version where the climber manages to move his arm at the last moment, implying survival rather than a fatal fall. It seemed like a safer bet.

Unfortunately for Panasonic, the updated ad didn’t fare much better. Even with the climber’s fate altered, complaints continued to pour in. The overall tone still felt unsettling, Panasonic ultimately removed this version as well, scrubbing it from their official YouTube channel.

When does dark humor go too far?

It’s worth noting that much of the ad was actually shot using the actual Lumix camera. It wasn’t a cinema camera or a high-end DSLR pretending to be something else (I’m looking at you, Samsung) If anything, this proves that the product itself was strong enough to stand on its own without relying on such a divisive narrative.

The controversy surrounding Panasonic’s Lumix ad highlights the fine line marketers often walk when incorporating dark humor or shock value into their campaigns. I personally am a big fan of dark humor (I wouldn’t survive living in the Balkans otherwise). And while some people like myself appreciate bold and edgy storytelling, others may find it distasteful, and I get that. What’s more, the climber’s fall, though fictional, evoked real anxiety for many viewers. After all, you know how many of these accidents have happened over the past 15 years or so.

So, was the ad truly “too much”? I think it’s a good dark joke, but too much for something that should be as universal as an ad, speaking to a broad audience. What do you think?