# Copywriting Conundrums Gaviscon Ad Released With Unintentional Double-Entendre By Going Like Sixty | Published 2009-05-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/need-a-fireman-to-come-in-your-mouth References: [mediabistro](http://www.mediabistro.com/agencyspy/what_the/copy_conundrums_its_like_a_fireman_came_in_your_mouth_115624.asp?c=rss) What happens when you outsource your copywriting to a country where English isn't the first language? You get classics like this from Gaviscon, an antacid treatment for digestive problems: “It's like a fireman came in your mouth.” Add the perfect illustration of a fireman shooting their milky substance and it works. I've re-arranged the order of the photos for even more fun. **Implications** - Advertisement campaigns that are seen using [sexual innuendos](https://www.trendhunter.com/trends/good-start) (whether it is intentional or not) manage to gain free publicity. Advertisements such as the Gaviscon commercial have proven memorability in recall and also have a greater chance at going viral via social media tools such as [Facebook](https://www.trendhunter.com/trends/hardees-show-us-your-meemaws) and [Twitter](https://www.trendhunter.com/trends/rocktangle). ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 93% | Activity: 78% | 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) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Outsourcing Language-specific Services:** Companies outsourcing language-specific services such as copywriting need to ensure that the copy is appropriate and does not contain cultural nuances that could offend or negatively impact the brand. - **Controversial Advertisements:** Advertisements that are seen as controversial and use sexual innuendos, whether intentional or not, can gain free publicity and have a greater chance of going viral via social media tools such as Facebook and Twitter. - **Recall and Memorability in Advertisements:** Ad campaigns that are memorable due to controversial or humorous content have a greater chance of being recalled by consumers and can have a positive impact on brand recall and loyalty. ### Industries Being Reshaped - **Advertising:** Advertising agencies need to carefully review copy and campaigns to ensure that they are culturally appropriate and do not contain controversial or offensive content that could negatively impact the brand. - **Language Services:** Companies offering language-specific services such as copywriting need to ensure that their staff are proficient in the language and culture of the target audience. - **Social Media:** Social media platforms such as Facebook and Twitter can be used to amplify controversial or humorous ad content, making it more likely to go viral and reach a wider audience. ## Related on Trend Hunter - [Cheeky Family-Friendly Swearing Campaigns](https://www.trendhunter.com/trends/youll-swear-by-them.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Refocused Heartburn Campaigns](https://www.trendhunter.com/trends/love-food-back.md) - [Autocorrect Sexual Health Campaigns](https://www.trendhunter.com/trends/mrm-ny.md) - [Tongue-In-Cheek Soda Campaigns](https://www.trendhunter.com/trends/tastes-better-campaign.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md)