Madison Avenue's latest innovation: the f-bomb

It reminds me of a teenager bursting at the seams, who just can't wait to get rid of his virginity.

And as a 16th birthday gift, Dad takes him to the Bunny Ranch, the famous Nevada brothel, for his very first time.

I'm talkin' 'bout the news from the hip, flashy side of the advertising industry, which suddenly found a way to take the Mad Men attitude even deeper into their daily work.

From today's Wall Street Journal:

"Ads with f-bombs? Get used to it," says Glenn Cole, chief creative officer of 72 & Sunny, a unit if MDC Partners Inc. "Major brands will start to take off the granny pants and create racier content that demands the attention and respect of younger audiences."

Such content would be focused on the Web and certain cable-TV channels.

Hmmm.

I suppose if the job of your copy isn't to sell anything... but it's vitally important to show how f'ing hip you are... then this is a good thing.

What's your take on this earth-shaking development?

David Garfinkel

Co-founder, Fast Effective Copy

P.S. I have no problem with the f-word.

In fact, some of my best conversations include it.

Just not any sales conversations that I can recall ever being successful.

Comments

[linda wilson]

I'm new to this whole copywriting scene, but what strikes me is that this guy is heading straight for what he's asking for - a bomb out in sales! And how sad that he doesn't realise that the vast majority of the younger generation don't actually rely on obscenities to communicate. I've worked with juveniles and offenders for nearly 30 years and have always found the best way to speak to them is on a level footing as a civilised human being, cos guess what? Most of them are!

[David Garfinkel]

Thanks, Linda.

Yep, people tend to look at most groups in one-dimensional terms.

Their loss!

[Dan Alcorn]

OMG! WTF?
Is he f---ing crazy?

We are so accustomed to seeing this in 140 characters or less, he may be on to something.

"Major brands will start to take off the granny pants and create racier content that demands the attention and respect of younger audiences."

Yep, as Linda also stated, we all appreciate being addressed with respect. Does Glenn Cole really think the f-bomb content equates "respect?"

Time will tell...

[David Garfinkel]

Thanks, Dan.

You are a marketer I respect so much. You invented something in 1976 that is getting lots of attention today in the political primaries.

I know the kind of people personally that Glenn Cole is talking about. I've done business with them. They love to bandy about flashy vulgarity when they talk.

But when it comes to cold, hard cash, the conversation becomes a lot more conservative and courtly... almost as if from a different era.

I agree that time will tell, but I'd be willing to bet a dollar or two that Linda is 100% right.

These guys will get the props, but the more more respectful, profanity-free marketers will get the bucks.

[Antony]

David, thanks! I’ve subscribed to your feed, looks like some great content.

[Antony]

ha-ha-ha

[abercrombie fitch]

Realmente aprecio artículos en su sitio. Estás haciendo un buen trabajo! Muchas gracias. :)