CUL8r English Language

Brace yourself, big marketers are getting hip to text-message lingo. In ads that begin in two weeks for a new line of Degree deodorant for teen girls, Unilever is highlighting “OMG! Moments.” Print ads running in magazines such as Seventeen and CosmoGIRL show “High School Musical” star Ashley Tisdale at a glitzy affair discovering that she has toilet paper stuck to one of her shoes.
“We wanted to show the teens that we understand them and know how they communicate with their friends,” says David Lang, president of WPP Group’s MindShare Entertainment, which created the print, TV and online effort.
The Wall Street Journal also points to “Paris Hilton’s My New BFF” — and its Web site is from MTV as another example of text messaging language making its way into pop culture.
Creative executives say not all companies can pull off a text-message campaign. “You never want to come off as the Dad that is making Nelly references to his 12-year-old as a way to look cool,” says Bill Rosen, chief creative officer of Arc, a Publicis agency.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. rhymeosaurus says:

    “You also never want to come off as a clueless chief creative officer making Nelly references,” says rhymeosaurus, an anonymous commenter on AdPulp who knows that a Lil Wayne reference would have been more appropriate.