Comments on: Mercedes E-Class Ad Copy – ‘Butt’ of Critics’ Jokes http://keysplashcreative.com/the-mercedes-e-class-ad-copy-butt-of-critics-jokes/ The key to your success Tue, 24 Apr 2012 12:17:11 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Eve Nash http://keysplashcreative.com/the-mercedes-e-class-ad-copy-butt-of-critics-jokes/comment-page-1/#comment-11412 Eve Nash Tue, 10 Nov 2009 20:28:24 +0000 http://keysplashcreative.com/?p=1615#comment-11412 Ooops---forgot why I was replying...which is to say, Steve Smith, I agree that their whole ad slant was to appeal to a hipper audience, which is laudable, but don't they actually know any 30-somethings they could run their new slogans by? Haven't they ever heard of Urban Dictionary? (It's not all gangsta thug-ho talk--some of it's really clever and fresh.) Ooops—forgot why I was replying…which is to say, Steve Smith, I agree that their whole ad slant was to appeal to a hipper audience, which is laudable, but don’t they actually know any 30-somethings they could run their new slogans by?
Haven’t they ever heard of Urban Dictionary?
(It’s not all gangsta thug-ho talk–some of it’s really clever and fresh.)

]]> By: Eve Nash http://keysplashcreative.com/the-mercedes-e-class-ad-copy-butt-of-critics-jokes/comment-page-1/#comment-11411 Eve Nash Tue, 10 Nov 2009 20:26:20 +0000 http://keysplashcreative.com/?p=1615#comment-11411 It's true, Steve, the extra "t" is what made it "butt," but it's also necessary to the (I assume) root word "attractive." So, all in all...a dog. It’s true, Steve, the extra “t” is what made it “butt,” but it’s also necessary to the (I assume) root word “attractive.”
So, all in all…a dog.

]]> By: Steve Smith http://keysplashcreative.com/the-mercedes-e-class-ad-copy-butt-of-critics-jokes/comment-page-1/#comment-11398 Steve Smith Tue, 10 Nov 2009 18:19:06 +0000 http://keysplashcreative.com/?p=1615#comment-11398 Amazing, isn't it, how a single small detail can make the entire campaign subject to harsh criticism. All they had to do was delete one of the t's to avert the whole "fat butt" controversy. I have to say though, in defense of the campaign's overall theme, MB knows that it must continue to appeal to younger, hipper consumers - the ones that love BMW's. Amazing, isn’t it, how a single small detail can make the entire campaign subject to harsh criticism. All they had to do was delete one of the t’s to avert the whole “fat butt” controversy.

I have to say though, in defense of the campaign’s overall theme, MB knows that it must continue to appeal to younger, hipper consumers – the ones that love BMW’s.

]]> By: Susan Gunelius http://keysplashcreative.com/the-mercedes-e-class-ad-copy-butt-of-critics-jokes/comment-page-1/#comment-11123 Susan Gunelius Thu, 05 Nov 2009 14:28:49 +0000 http://keysplashcreative.com/?p=1615#comment-11123 Eve, thanks so much! I'm glad you like my blog. I agree that 'superfect' is definately better than 'fabuttractive', but I can't help but thinking it's a word high school girls would use and respond to, not Mercedes customers. I'd imagine a 14-year old ten years ago saying, "Oh my gosh, the Backstreet Boys are superfect," but I can't imagine a Mercedes customer walking into the showroom and saying, "that Mercedes E-class is superfect." It seems like a copywriting disconnect. By the way, I didn't see the 'fat butt', but that's hilarious and makes it that much worse! Eve, thanks so much! I’m glad you like my blog. I agree that ‘superfect’ is definately better than ‘fabuttractive’, but I can’t help but thinking it’s a word high school girls would use and respond to, not Mercedes customers. I’d imagine a 14-year old ten years ago saying, “Oh my gosh, the Backstreet Boys are superfect,” but I can’t imagine a Mercedes customer walking into the showroom and saying, “that Mercedes E-class is superfect.” It seems like a copywriting disconnect. By the way, I didn’t see the ‘fat butt’, but that’s hilarious and makes it that much worse!

]]> By: Susan Gunelius http://keysplashcreative.com/the-mercedes-e-class-ad-copy-butt-of-critics-jokes/comment-page-1/#comment-11122 Susan Gunelius Thu, 05 Nov 2009 14:25:21 +0000 http://keysplashcreative.com/?p=1615#comment-11122 I think you're right, Alex. The 'cool' thing to do in copywriting these days is merging words. It's already boring though. :) I think you’re right, Alex. The ‘cool’ thing to do in copywriting these days is merging words. It’s already boring though. :)

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