# Ad Highlights Dirty Minds Stabilo For "Only The Good Bits" By Bianca | Published 2007-11-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ad-highlighter-stabilo References: [adrants](http://www.adrants.com/2007/11/highlighter-helps-you-save-water-by-showe.php) This German highlighter commercial uhh, highlights how [sex entertains old and young alike](https://www.trendhunter.com/trends/durex-afterglow-campaign). The image features a text book with a few highlighted words that spell out a silly, sexual phrase: "Save water; shower with your girlfriend." The Stabilo commercial has the slogan, "Highlight only the good bits." **Implications** - This [racy ad bears a humorous appeal](https://www.trendhunter.com/trends/o-positiv-health) that today's consumer will resonate well with. The nature of pop culture today has made [humor much more crude and raw](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching) than before, calling for pieces to take a step further if they're looking to gain a few laughs. Ultimately, consumers are desensitized and expecting of a few gasp-worthy jokes from advertisements. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 9% | Activity: 18% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Crude Humor:** Opportunity for brands to incorporate more edgy and provocative humor into their advertisements to resonate with today's desensitized consumers. - **Raw Pop Culture:** Brands can leverage the raw and unfiltered aspects of current pop culture to engage with their target audience in a more relatable and authentic way. - **Humor Disruption:** Creating disruptive humor that pushes boundaries and challenges traditional norms can help brands stand out and make a lasting impact in the advertising landscape. ### Where This Applies - **Advertising:** Opportunity for advertising agencies and brands to explore innovative and unconventional approaches to humor in their campaigns. - **Entertainment:** The entertainment industry can embrace edgier humor to cater to the changing preferences of their audience and create more impactful content. - **Consumer Goods:** Brands in the consumer goods industry can differentiate themselves by incorporating provocative humor into their marketing strategies, capturing the attention of desensitized consumers. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Comedic Body Wash Ads](https://www.trendhunter.com/trends/moist-humor.md) - [Autocorrect Sexual Health Campaigns](https://www.trendhunter.com/trends/mrm-ny.md) - [Cheeky Family-Friendly Swearing Campaigns](https://www.trendhunter.com/trends/youll-swear-by-them.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md) - [Senior Safe Sex Campaigns](https://www.trendhunter.com/trends/fcking-old.md)