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| *Butcher's Hook |
Every morning, I get up early and enjoy some quiet time reading adblogs. Because the European ones are several hours ahead of me, it means I can get on top of the news before my second cup of coffee. Unfortunately, it also sometimes results in me hating being in advertising before I even get to the office.
Today was one of those days.
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This rather disappointing campaign by BJL, featured in The Drum, is for Rustler's meat snacks. It features Lexi O’Leary (a fictional "butcher's daughter" who has her own Facebook profile) as a brainless sex toy fond of making naughty puns. Well... mostly brainless: The Facebook bio claims she's trilingual.
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From The Drum:
John Armstrong, Rustlers marketing director, said: “Fit As A Butcher’s Daughter will dispel some of the negatives in a manner that will not only appeal to our target market of 16 to 24-year-old males but will also engage people who may not have tried the brand due to their misconceptions."
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Misconceptions? How about the misconception that oversexed women lounge around in their underwear, just waiting for a zitty 17-year-old boy to give her a good boning?
It gets worse. In an interactive video, you can apparently edit her potty mouth. I couldn't be bothered.
There's a virtual butcher shop, too. And a TV campaign that won't load for me.
The one thing I am intrigued about is this expression, "Fit as a butcher's daughter". Is this a UK thing? I can't find it anywhere online.
'Fit as a butcher's dog' is the original expression.
ReplyDeleteWow. That makes me hate this even more. I'm almost surprised they didn't cal it "fit as a butcher's bitch".
DeleteI was roped in to working on this ad at short notice; I was just told it would be for a pie company. I'm just absolutely mortified to have been part of something so utterly, gormlessly offensive. It's the worst kind of lazy, bottom-of-the-barrel humour and every time I see it I feel queasy. Never, ever again.
ReplyDeleteWes?
DeleteStop watching it then!! Uptight people just need to lighten up! I don't like sprouts so I don't eat them, simple really!!
ReplyDeleteTrollolol.
DeleteAnd yes, this is horrid.