Have you seen this Dairy Queen ad?
It starts off so well; I love it when the little girl flutters her fingers in a sweet wave to the boy across the restaurant.
Then the employee delivers a sundae "...compliments of the gentleman in the donkey shirt."
Another wave. Aww.
It's the ending that gets me: "Like shooting fish in a barrel," the little girl tells her mother with a cynical twist to her lip.
When did 9-year olds get so jaded?!
I've never written copy for TV ads, but I have written magazine ads, and I understand that technically, this piece is a success. The writer here delivered both warm fuzzies and a surprise ending. I mean, I'm still thinking about it, and isn't that what counts?
But: it leaves me feeling queasy. I don't want to believe that pretty little girls are calculating how to squeeze gifts out of boys BEFORE THEY'RE OLD ENOUGH TO WEAR A TRAINING BRA.
Though it does fit nicely with my Guaranteed-To-Be-A-Bestselling e-book titled: How To Become Filthy Rich as a Freelance Copywriter.
Chapter 1: Always Appeal to Base Human Instincts
In no particular order:
Master this, grasshoppah, and your bank account, it shall overflow.
And you thought freelancers toiled away for peanuts? Bah.