39. e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13
40. Are these ads the same or different?
Thursday, September 5, 13
41. e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13
42. Demonstrates
Conveys benefit
Expresses beliefs
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
EducatesInforms
Thursday, September 5, 13
43. Visual
Headline
Image
e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
WordsPhysical
Thursday, September 5, 13
44. What do all of these ideas have in
common?
Thursday, September 5, 13
46. Original (and they have a concept)
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting (aesthetic)
Fun
Thursday, September 5, 13
52. e
1. therewas
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
itoff. 3. get more information
at ThinkB4YouSpeak.com
fag.got (fag t)
‘
Thursday, September 5, 13
88. Print, TV, radio, outdoor, transit, point of
purchase, email, online, social, banners,
pre-roll, native, iAds.
Advertising takes many forms
Thursday, September 5, 13
89. But there are only two kinds of
advertising. Ads that interrupt (some of
which may be welcome). Ads (content) we
choose to opt into.
Thursday, September 5, 13
90. We aspire to make the kind of advertising
that is welcome and that users opt into.
Great advertising. The hardest kind to
make.
Thursday, September 5, 13