Are you a marketing sleuth? Let’s dissect some of the most buzz-worthy marketing campaigns out there and see what made them sing or sink.

First is the viral sensation from Old Spice – 'The Man Your Man Could Smell Like.' This campaign took the Internet by storm with its quirky humor, fast-paced dialogue, and the charismatic Isaiah Mustafa. It totally reinvented the Old Spice brand, making it appealing to a younger, wider audience. The takeaway? Humor, when done right, can be a powerful marketing tool.

Next, let's talk about a campaign that missed the mark: Kendall Jenner's infamous Pepsi ad. The campaign faced backlash for simplifying complex social issues and using them to sell a product. The lesson here? Brands need to be sensitive and informed when tackling serious issues. Tone-deaf messaging can do more harm than good.

Another major hit was Nike’s 'Dream Crazy' campaign featuring Colin Kaepernick. Despite facing controversy, this campaign resonated with many as it stood by its values of bravery and inspiration in the face of adversity. The key takeaway? Standing up for beliefs, even in the face of controversy, can create a deep emotional connection with the audience.

On the flip side, McDonald’s '#CheersToSochi' campaign supporting the 2014 Sochi Olympics faced heavy criticism for turning a blind eye to Russia's controversial anti-LGBTQ policies. It's a reminder that brands need to consider the wider political and social context while launching international campaigns.

Finally, Dove’s 'Real Beauty' campaign was a game-changer. Dove chose to feature real women instead of models in their ads, challenging beauty standards and promoting body positivity. This authentic and inclusive approach struck a chord with the audience, leading to a hugely successful ongoing campaign.

So, what can we glean from these campaigns? Humor, authenticity, and alignment with your audience’s values can make your campaign shine. But tread carefully when dealing with controversial issues or social causes. Insensitivity or ignorance can easily turn a campaign sour.