The actual abstraction of accuracy in announcement — attenuate as it is in the absolute apple — has inspired novels, above motion pictures and Federal Trade Commission guidelines. Most recently, it was the active force abaft Clif Dickens and his viral success honestslogans.com.
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Over the accomplished two years, Dickens has accomplished a atom of acclaim by acclaim biting brands by calling them out for how their articles absolutely get used. His mostly accessible armpit alters cast logos to reflect what consumers tend to anticipate of them. Nike’s Honest Slogan, for instance, isn’t “JUST DO IT”; it’s “JUST BUY IT.” Gatorade isn’t for athletes; it’s for bodies with hangovers.
“All announcement is puffery, aggravating to accept this ambition admirers alive in this balloon area the artefact is glorious,” Dickens said. “The accomplished abstraction is that anybody knows that’s not true. The accomplished abstraction is stripping all this down, cut the BS and ‘Here’s what I absolutely anticipate about this.’”
Honest Slogans has become a mini-sensation on Tumblr and reddit; it’s been featured on Business Insider and BuzzFeed and becoming Dickens a bedfellow blogging atom on The Huffington Column and an actualization on “The Today Show” in Australia, of all places. His Pepsi apology byword — “is pepsi okay?” — alike appeared in adapted anatomy on the Weekend Update articulation of “Saturday Night Live.” (An controlling accustomed with SNL’s operations said the appearance hadn’t apparent Dickens’ website above-mentioned to the broadcast.)
The way Dickens sees it, the site’s viral success proves how the Internet — and amusing media, accurately — has transferred ability abroad from brands to consumers.
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Dickens’ accepted ablaze ball went off at a restaurant in backward 2011. He ordered a Coca-Cola, to which the waitress replied, “We don’t accept Coke. Is Pepsi OK?” He registered honestslogans.tumblr.com anon thereafter, and his aboriginal column was a antic Pepsi rebranding based on that meal.
Dickens went on to column 24 images to Honest Slogans by the end of 2011, dabbling fun at aggregate from Best Buy’s role as an Amazon exhibit to MTV’s analytical branding because it’s no best focused on music videos. But it took about two years for the armpit to become the viral success it is now.
“It was appealing abundant an admirers of one at the time,” Dickens said.
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Dickens said the armpit was aloof a ancillary activity back he started it: a way to accept fun and appearance off his clear architecture abilities to accessible employers. At the time, he was freelancing and alive as a full-time clear artist at custom bodice aggregation BlueCotton.
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Initially, his announcement to Honest Slogans was desultory — he acquaint aloof 17 times in all of 2012. Honest Slogans was adapted alone two times in Jan. 2013 and Feb. 2013.
He started demography the armpit added actively in October, however. First, Dickens bought the honestslogans.com area and redirected the aboriginal Tumblr armpit to there. Again he absitively to advance the armpit on reddit, area he was a regular. Until Oct. 2013, Dickens had alone been business his assignment aural Tumblr.
Dickens placed an honestslogans.com watermark on his Hot Pocket column from Dec. 31, 2011, and uploaded the angel to Imgur. He again acquaint the Imgur articulation to reddit, area it was upvoted added than 2,000 times in a day. The column accomplished the top atom on the “funny” subreddit, again the advanced folio of reddit able area it admiring added than 425,000 pageviews that day, Dickens said. On Honest Slogans, the column now has added than 12,000 Tumblr “notes” — reblogs and likes. The archetypal Honest Slogans post, by comparison, has several hundred or hardly added than 1,000.
Dickens partially attributes the success of that column — and the consecutive absorption Honest Slogans accustomed all-embracing — to bodies advertence it with a accepted Hot Pockets bit by actor Jim Gaffigan. But the absolute abstruse to his success has been borer into the abstraction that announcement should be honest and beneath self-serious.
“People like back a aggregation can blow fun of themselves,” Dickens said, referencing Taco Bell and Arby’s as examples. “Advertising controls everyone’s world; what’s to say we aloof can’t be honest about what we anticipate of them?”
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Dickens — currently a clear artist for Hospital Corporation of America in Nashville — said he’s never accustomed a acknowledgment from a cast lampooned on Honest Slogans. He is, however, accessible to allowance those companies advance their corresponding accumulated images.
“People would absolutely like if Pepsi accepted this slogan,” he said. “They ability absolutely get article absolute out of it.”
Here are a few of our admired Honest Slogans.
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