After last week’s ‘bullshit’ spot from Somersby, the summer of swearing continues with a new campaign for deodorant brand Wild.
Well, sort of. Some timely interruptions and the bleep button saves the day in the ad, which purports to show a meeting in which members of the Wild team are brainstorming the best way to describe how dry its product leaves pits. The phrase “drier than a nun’s…” is touted, and the offensiveness of the expression (and others) debated. The execs aren’t sure… but an actual nun pops up with the final say.
Like Evian, Wild has a partnership with tennis star Emma Raducanu, who was forced to pull out of Wimbledon just before the tournament began. If this is a last-minute pivot in response, it’s a rather unwholesome one – but it lives up to the brand name.
As one of the ‘execs’ says: “That’s Wild.”
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