Li Mei Foong
Dec 7, 2017

Hell yeah! How to swear in ads and get away with it

After Zomato's recent gamble on the edge of obscenity, Li-Mei Foong explores the intricacies of using expletives in ads without landing yourself in censorship soup.

Ads with colourful puns like this one for AirAsia in Australia can strike a chord, but also carry some risk.

In terms of scoring attention, Zomato hit the jackpot last week. A billboard from the food delivery app’s outdoor advertising campaign in India not only caught commuters’ eyes but also took the digital sphere by stormalthough not entirely for the intended reasons.

The bright red ad that got tongues wagging featured the gigantic letters MC’ mac and cheese and BC’ butter chicken. “We’ve got it all”, the ad went on. However,...

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