Oh, Merde!
The first lesson in writing is always always always always
make sure that you understand the meaning of words used in your narrative!
Be it text or image-driven, accuracy and nuance of meaning
is important. And this applies when crossing cultural linguistic boundaries
too.
Renault’s Malaysia team recently discovered (unexpectedly) the
importance of double checking their creativity. With a supposedly smart ‘play
on words’, the team clearly hoped to create a Merdeka-inspired campaign, but
fell a little short into a pile of poop! Oops … or, poops I guess!
Doesn’t help that Renault is French – so the oopsie should
have been even easier to spot (no one would blink an eye if it were an Asian
brand).
Much like Susan Boyle’s infamous #Susanalbumparty (you read
it as you wish, but it should be #SusanAlbumParty – dirty minds;P),
MerdeCARfest didn’t quite create the intended brand image.
Now, Google ‘Merde’ and you’ll get the picture.
The take-away from this, be more diligent in tagline curation.
#MerdeHappens
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