I’ve seen quite a few of these and wondered wtf they were thinking, though I imagine they know exactly what they’re doing. For example, there’s a number of often tech-related “clueless dad” commercials, Seems off-putting to the people who would buy the product, but those probably work at the insecurities of guys who suspect they actually are clueless, at least in relation to their children, and want to try to keep up with things.
One egregiously insulting commercial I remember from quite a few years back was for White Castle-- at the time they were selling a fried abomination they called “chicken rings”. In the commercial a couple was sitting in adjacent chair/couch, the wife eating WC chicken rings, and the phone rings. The guy, slumped over in a robe watching TV with a vacant expression on his face, practically drooling, ignores the ringing. So his wife sarcastically says, “oh no, don’t get up, I’LL get it. Don’t touch my chicken rings!” She walks out of the room and while she’s gone, the guy realizes the ringing is coming from right next to him on the chair-- picks up one of those cordless landline phones with an antenna. He uses the phone’s antenna to lean over and hook himself a row of his wife’s chicken rings. A voice-over says “yep, he’s one of ours”.
So White Castle was saying their typical customers were lazy thieving slobs. Nice! Maybe they figured their demographic would see it and find it more funny than offensive… “yep, that’s me alright, har har”.
I seem to see these pretty often but I’m not coming up with a more recent example right now-- how about you guys?