We're All Wannabe Copywriters

Nearly everyone likes to think they're creative (even if they're not).

I'm certainly one of those people. We like to flex our creative muscles where we can, but never really go out of our way to do so. We express this in the everyday things like updating our Facebook status with something witty. Or writing a funny product review on Amazon. In fact, here are my recent feedback posts on eBay...

The brands that do community and content management the best are the ones that let their consumers be creative without having to go out of their way. Running a UGC campaign isn't always about asking people to film the next Super Bowl commercial, upload the next big viral on YouTube or be a pro in Photoshop.

Just let their inner copywriter run free. It's usually free (because people like to show off) and it creates good content to feed back into the community.

The Most Ridiculous Ad Complaint Ever

The Advertising Standards Board (ASB) regularly receives quite a few ridiculous complaints. Thankfully, most of the time they're dismissed.

But I wanted to test it out myself. And what better way to do so than with this recently released Pure Blonde ad...

Here's how it played out...

23rd November 2010
I submit the following complaint on the ASB website...

"On the weekend just passed I was enjoying a cup of delicious tea while watching some Sunday night programming only to be confronted by an appalling commercial for Pure Blonde beer.

I am sure I am not alone when I say winged-horse enthusiasts like myself will be outraged at the disgusting lack of treatment regarding the magnificent animal in this commercial. The rare creature is clearly depicted in distress and suggests it is later physically harmed or, god forbid, killed. While some consider these beautiful beasts nothing but mythical, this ad supports animal cruelty for those of us who know the truth and it must be taken off the air."

24th November 2010
The Alcohol Beverages Advertising Code (ABAC) Adjudication Panel dismisses the complaint regarding any breaches of the ABAC Code.

13th December 2010
The complaint is scheduled for submission to the ASB for a potential breach of Section 2 of the Australian Association of National Advertisers (AANA) Code of Ethics.

2nd February 2011
After consideration, the ASB dismisses the complaint and issues the following response...

"At the time of writing this, the commercial had been on national television for over 3 weeks and has been viewed hundreds of thousands of times. In relation to the complaint [...] we'd just like to state that no harm to the 'Pegasus' (a mythical horse that has wings – brought to life here through special effects) is depicted. Whilst the horse is clearly startled when the mountain starts to crumble – as are the humans featured – and does move with the mountain as it gives way, the horse does not come to any physical harm in the commercial.

In addition to this, given the horse has wings it's completely reasonable to extrapolate that it flew away to safety."

"This is the only complaint of its kind that we have received."

I can't believe it's someone's job to waste their time considering and responding to people like me.

It Begins

Yesterday I arrived home from a trip around the world in 21 days. For the final unit of my degree, we traveled to Hong Kong, London, Milan, Madrid, Paris, New York & Los Angeles. Over the three weeks we visited brands and agencies such as Google, Ogilvy & Mather, DDB, L'Oreal, Citroen, Arsenal and Zara. Good times.

And tomorrow I start my full time career at George Patts.

I think I just hit a new stage in the life cycle.