1 “WHEN ALL BECOME A TRASH” - A Case Study on Controversial Zara’s Ad Campaign; “ The Jacket." by Mohd Sofian Muhammad Abstract: This case study explores the crisis communica�on challenges faced by Zara in 2023 due to its controversia l ad campaign, "The Jacket." Featuring imagery reminiscent of the Israel-Hamas conflict, the campaign drew swi� cri�cism for insensi�vity. Social media backlash, including the hashtag #BoycotZara, led to the campaign's removal. Zara's response, expressing regret and respect, couldn't prevent a sharp decline in brand sen�ments—from 31.6% posi�ve to 76.4% nega�ve. While specific financial impacts aren't detailed, the study highlights the poten�al long-term consequences of such controversies on a company's reputa�on and emphasizes the importance of effec�ve crisis communica�on.