#TakeTheKnee – a campaign that's seen NFL players kneel during the national anthem in protest against racial injustice – has polarised opinion, threatening the unifying values of sport. In response, Papa John’s has pulled all NFL ads, but backing out of a tricky conversation may not be the answer.

When Colin Kaepernick called Nike out for sneakers that featured a flag that had been co-opted by the far-right, the product was pulled. Despite some uproar from conservatives, Nike’s stock value spiked, suggesting that support for social causes is a smart business move.

We all have our favourite brand, the one we support unswervingly or whose products we buy no matter the price. So what do you do when they slip up – whether it’s a campaign or a corporate move that goes against what you believe? What will it take for you to forgive them?

How did celebrities help Pepsi drinkers own their beverage of choice? Why did Google speak in military code? And why does Pringles have a problem with Alexa? Canvas8 unpicks the behaviors that underpinned some of the most notable campaigns from the 2019 Super Bowl.