Words that should be banned from all advertising creative briefs and ‘marketing department’ documents.
COOL
ASPIRATIONAL
FUN
PREMIUM
CARING
EXCITING
I remember a brief from a toilet roll company saying they wanted to be premium and aspirational whilst also being caring!
We ‘reminded’ them their product was used for wiping hairy arses so maybe they are setting their sights abit high!
To be fair, they came to their senses in the end … which is more than can be said for the insect repellent who wanted to be fun and exciting to use!!!
What World do these people live in … because it sure as hell ain’t mine!