Jun 22, 2011

BLEEPing Gold at the Cannes Lions

It's time for another blog post. And following on from my previous post on the use of BLEEPing language, I've found another sterling example.

Browsing through the winners announced so far at this year's Cannes Lions International Festival of Creativity, I came across "Holiday" - a 30 second radio ad for IKEA's Kitchen Installation service from Sydney, Australia.

The cheeky little ad is by Three Drunk Monkeys (Sydney, Australia). Radio might be considered old media, but a fresh and simple idea can still cut through.

Australians are known for having a strong passion for the vernacular. This ad speaks directly to the "mums and dads" of Greater Sydney who find themselves participating in the ever-growing popular national past time of home renovation.

The script for the ad reads:

TEACHER: Okay... Bradley, tell the class about your holidays. 

BRADLEY: Yeah, it was really good. My dad built us a new f(BLEEP)ing kitchen. It’s got wooden f(BLEEP)k bench tops. And some stupid f(BLEEP)ing soft closing drawers. 

There’s a dishwasher, that was a real c(BLEEP), and even a f(BLEEP)ing breakfast bar. 

Mum thought Dad was a massive C(BLEEP) while he was building it. 

VOICEOVER: Get a kitchen installed without teaching your kids new words. 

Visit IKEA.com.au. We can plan, deliver and install the whole f(BLEEP)g thing for you.

More category winners at the Cannes Lions are being announced through the week.

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