Uncomfortable truth: ‘Make It Shitty’ works, most B2B advertising doesn’t
The Norwegian Consumer Council’s viral ‘Make It Shitty’ campaign challenges the clichés, outdated assumptions and risk-aversion that keep B2B marketing stuck in the same tired playbook.
According to Sickdogwolfman’s Laura Agricola, B2B advertising is “like an airline where three out of four planes never land.”
"The striking thing is that a government consumer protection body was willing to take creative risks that many still refuse to take"
As Dr Mumbo featured on Wednesday, the Norwegian Consumer Council has made a wonderful new ad called “Make it shitty”. It spoofs “enshittification”, a term coined by Canadian journalist Cory Doctorow to describe how digital platforms gradually deteriorate once users are locked in.
It swears a lot. In fact, the word “shitty” is the core device of the ad. It bluntly satirizes corporate behaviour. “Yep, we make it shitty for you”. It entertains without telling the audience what to do or think.
And it comes from a policy-focused organisation whose job is to influence authorities and businesses, which is something similar organisations in our part of the world rarely attempt so directly.
