After hearing about a friend’s punishment, Jeff wondered if washing one’s mouth with soap really did make it impossible to swear. So he walked into our main bathroom, treated his mouth to a generous helping of Dove, and, to his amazement, found he could still say “damn.” A myth was busted, and a healthy skeptic was born.
Marketers could learn a thing or two from Jeff. Next time you hear someone say “no one reads copy any more” or “upscale people don’t respond to obnoxious late-night TV spots,” or “if your advertising is truly creative it will sell,” don’t just buy it. Check it out. Test it. You may find that “what you’ve always heard” ain’t, in the immortal words of Porgy, necessarily so.
Who knows. Upon completing your experiment, you may, like Jeff, shake your head in wonder and say, “damn.”