If you are looking for a copywriting tips that can blow minds, you’ve come to the right place. Disclaimer: Just because it’s interesting, doesn’t mean it’s the right thing to do. Anyways, the use of profanity has gained widespread acceptance in creative messaging, especially when it reflects our identity or that of our audience. Typically, it must align with both to swear with intent.
First Of All…
Why do you want to use profane language in your ads? …Got ya.
But no, we get it. We get it how the use of profanity helps in capturing attention. The concept is almost the same as how we attracted you to click on this article, right?
1. For The Wow Factor
Surprises add excitement, don’t they? They’re the simplest way to make a bold statement with flair and shock value, showing your authenticity without any hidden agendas. You’re just being yourself, and that’s no surprise!
2. It Shows Confidence
Swearing in your advertisement signals to your audience that you’re bold and unfiltered. This confidence can draw many people to your brand. Try adding the F-word to any of your favourite slogans, like “Just do it.” becomes “Just f*cking do it.” See if it amplifies the impact of the statement.
Of course, you can’t do it in Malaysia, but alas, now you know. The mere addition of such profanity injects a level of confidence that may not exist otherwise. If any of these brands were new to the market, dropping the F bomb would certainly raise eyebrows and pique people’s curiosity, prompting them to inquire and learn more.
3. I Want To Connect With My Audience
Birds of a feather, right? Well, maybe not always, but in most cases, we surround ourselves with people who really understand us. When using subtle (or absurd) profanity, your goal should be a straightforward message that doesn’t rattle the consumer.
Swearing sells when it’s genuine and natural, reflecting authenticity and unfiltered expression. It’s not about being mean or crass, but rather about conveying your message sincerely and letting those who resonate with it come to you.
Think of it as: “Those who matter don’t mind, and those who mind don’t matter.”
4. It’s Simply Funny
Self-explanatory. It’s actually just funny when brands subtly do something naughty, and get away with it. But not to the point where they go over the boundaries.
Although profane language is prohibited in Malaysia, there are other
tricks to tickle your audience.
Waste no time and contact Firstboard for excellent copywriting ideas now!
How Brands Are (Discreetly) Doing It!
1. Play With Words
This approach mixes mild swearing with familiar phrases or colloquialisms, crafting a blend of light-hearted and acceptable humour for audiences. It’s akin to enjoying your favourite stand-up comedian’s routine—neither trying too hard nor making bold statements. Just a brand having a good time.
2. Do It For A Reason
Pushing a noble cause or delivering a difficult message? Unexpectedly incorporating curse words can soften the impact. Remember when AirAsia put up this billboard and brilliantly get away with the language use? You can ask them why they use swear words, and they can get away with it by saying, “That’s not a swear word. That’s the name of a country,”. Cool kids gaslight (you didn’t hear it from us).
3. Be One With The Cool Kids
If you read the big title on the billboard, you might think that it’s just a regular Ikea furniture name, but if you read behind those lines, it actually reads, ‘No F-in’ Idea’. Yup, an attempt to roast IKEA’s signature personality.
Speak their slang. Feigning ignorance to messaging acronyms and lingo, like Pringle’s ‘What’s the Flavour (WTF)’ and Jell-O’s ‘Fun My Life (FML)’ campaign. The older generations hilariously misunderstand social slang, interpreting WTF as ‘Well That’s Fantastic,’. And we all enjoyed the innocence. It’s a bold move that grabs attention, and for sure gets shared on social media.
Should brands practice the use of profanity in their advertising? If it aligns with your brand and audience, sure. However, marketers should ensure it’s done with humour and tact. Effective use of profanity in advertising aims to entertain, connect, and add unpredictability to customers’ lives, not to provoke hate or negativity. But…
Why Can’t We Do This In Malaysia?
Let’s refer to The Malaysian Communications And Multimedia Content Code, page 16, point 6.
“Bad language, including expletives and profanity is offensive to many people. The use of crude words and derogatory terms is most likely to cause offence and especially if the language
is contrary to audience expectation”.
To put in simpler words, Malaysian advertisers are prohibited from using bad words in their ads to avoid offending parties. Just because you are not offended, doesn’t mean others won’t too. The concept of ‘offending’ is wide, and we can’t 100% be certain about whether it’s an ideal move or not. It’s a grey area that the authority set to avoid issues by completely banning it.
Image Credits: Better Marketing, Campaign Asia, Mumbrella
