Pure shit copywriting

During a lecture at ad school we watched a TV documentary about a team at Saatchi & Saatchi London creating a new campaign for the Brazilian vodka (apparently it is more similar to rum) Sagatiba. The first idea they pitched was around the strapline “Pure so you don’t have to be”.

It was so bad that for the rest of the year it became a running joke. We’d often get briefs for organic or eco-friendly products, so we’d present “B_E_E organic dishwashing liquid is pure so you don’t have to be” or “Arano Orange Juice. Pure so you don’t have to be”.

Anyway it would seem one of the jokesters from my class has ended up working on 42 Below.

PS. Speaking of Brazil did you see the two decapitated corpses on Street View? At the time of writing Google had deleted one (view here) but the other was still viewable. Pretty gross.