Even if you don’t speak German, you’ll understand what they’re saying at the 16-second mark:
This ad is on German television and is intended to sell over-packaged low-cal products. You can also find it in print.
Of all the horrible advertising I’ve seen in my nearly 15 years of being bombarded by visual crap in this country, this slogan has to be down there with the worst.
The following is what a German website has to say about it. The politically correct will now be excused.
We really don’t know what they’re trying to say with this adolescent-level slogan, beside which we ask ourselves how this is supposed to work. You can literally translate “Fuck the diet” as “Shit on the diet” in German. Why this company has sunk to using such ghetto talk is beyond us, but let’s have some fun with it.
How do you fuck a diet? Is it code for, “Have sex with fat people, they’ll thank you for it?” Or should you just have some Cola Light before having sex? What about using sweeteners instead of Viagra? It’s worth an experiment.
Well now.
If they really wanted to use such an offensive slogan as part of their ad campaign, at least they could have dropped the wannabe English coolness and used something equivalent in German. But maybe that might have woken up what passes for an Advertising Standards Council, and it wouldn’t have been approved.
The banner photograph shows the town of Britannia Beach, BC, Canada, where I grew up. It's home. But I don't live there anymore.
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