CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

So people are up in arms about Rubberstuffers? What else is new?

So people are up in arms about Rubberstuffers? What else is

new?



The minute you create an ad that challenges society’s taboos, then

feathers get ruffled. Personally, I just wish that someone would make

writing dodgy and innuendo-filled adverts taboo.



As things stand, it would seem that the advertising copywriter is dead

and his smirking, innuendo-fixated younger brother has been given a free

rein to do his worst.



’What a lovely pair of pits,’ nudge-nudges a crosstrack for Vaseline,

’For men with big ticks,’ quip the latest Sure ads.



Quite frankly, I find having these cringe-making endlines rammed down my

throat pretty irritating. As a fairly advertising-aware member of

society, I would like to think myself as broad-minded as the next

person. But alas this is not the case. Recently I have felt the urge to

write to Campaign and beg for an end to these double-entendres. And I

have.



I don’t want to come over all Mary Whitehouse but there’s nothing clever

in being saucy and lacing ads with innuendo. All it does is make people

(the very people you’re trying to sell your product to) giggle smuttily

- and at the joke, rather than your fabulous creativity.



It must be difficult, I agree, when an account woman is breathing down

your neck and you’re only thinking about your girlfriend or boyfriend,

not to end up creating a load of slick but slightly distasteful ads.



But to let them somehow find their way on to the pages of glossy

magazines is just irresponsible. It would be nice if some creatives had

the guts to actually come up with a half-decent idea instead of just

expecting the cheeky endline to carry the creative execution.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).