PNC Bank has found itself in rough waters after a social media ad drew criticism for referencing the sinking of the Titanic.
In the video, a ship clearly modeled after the Titanic sails through fog as an officer warns, “The fog is rolling in, captain, might want to slow down.”
“Rubbish. We’re cracking on,” the captain responds, prompting the officer to quip, “Oh, we’ll be cracking alright.”
The video opens with the line, “PNC Bank presents A Lesson in Smart Advice,” and the caption reads: “Boring advice is great for weathering financial storms ahead. It’s also particularly helpful when sailing into heavy fog.”
While the ad was meant to highlight the value of cautious decision-making, many viewers quickly criticized it as “incredibly inappropriate” and “tacky.”
View this post on Instagram“I came here for the comments,” one user wrote, anticipating backlash over making light of a tragedy—even one that occurred more than a century ago.
Others drew sharper comparisons. “Up next, let’s make an ad about 9/11,” one commenter said, while another added, “Over a thousand people died.”
The RMS Titanic sank on April 15, 1912, after striking an iceberg during its maiden voyage, resulting in the deaths of more than 1,500 people. The disaster remains one of the most well-known maritime tragedies in history.
Some commenters also referenced financier J.P. Morgan, whose company controlled the White Star Line, which operated the Titanic. Morgan had planned to sail on the ship’s maiden voyage but canceled shortly before departure. The historical detail has fueled speculation over the years, though historians have found no credible evidence linking him to the disaster itself.
Still, the mentions surfaced, as one wrote, “Titanic on a banking ad. Aint that the reason it sank?” as another added, “Shots fired at jp morgan.”
“Using the deaths of people for an advertisement is distasteful,” someone else summed it up.
The historical reference may have been meant to grab attention, but judging by the response, it backfired, though the bank appears to be standing by it, as the ad has remained on its social channels for more than 16 weeks.
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