If your goal is to get people talking and you deliver thought-provoking advertising and that happens, then you have succeeded. Controversy often works if you’re a challenger brand trying to upset a rival; if you’re a NGO trying to incite action; if you share opinions with your customers and you choose to share those opinions with the world; if you want to poke fun at something that runs contrary to your brand’s values and purpose. There are times, and subjects, where that approach works just fine. You may shock some. But you will reach and appeal to the people who believe in your brand, what it stands for and what it challenges.