Tag Archives: honesty

Fight for Your Balls


Regular readers of my blog know my appreciation of lowbrow humor and brands who take piss out of everything.

That is why I am a strong supporter for the Norwegian underwear brand Comfyballs. Lately they have been fighting US patent office, because they cannot register their name because it is considered “vulgar”. The reason for that being:

In the context of the applicant’s goods… Comfyballs means only one thing – that a man’s testicles, or ‘balls,’ will be comfortable in the applicant’s undergarments.
The mark does not create a double entendre or other idiomatic expression.
When used in this way, the word, ‘balls’ has an offensive meaning.

I wish more brand, would be as clear as Comfyballs.

Their main product benefit is in their brand name. Double entendre would actually be more offensive, because you try to hide something. Comfyballs is truly honest brand and not hiding behind marketing jargon. When you wear them your balls will be comfortable, because their patented design PackageFront™ reduces heat transfer and restricting movement. There is not anything offensive of having comfortable underwear, on the contrary. Using badly designed underwear when jogging is a truly offense to your crown jewels.

Comfyballs has not just been scratching their balls, but also actually risen to a challenge and they are trying to get their name registered officially in US. They launched the site “Fight for Your Balls” and also created video to celebrate comfortable balls:
Comfyballs has not just scratched their balls, but also actually risen to a challenge and they are trying to get their name registered officially in US. They launched the site “Fight for Your Balls” and also created video to celebrate comfortable balls:

Legalize Comfyballs from Fantefilm on Vimeo.

Naturally the ad was banned in YouTube (those US hypocrites), but again more buzz for the brand. At least the visitors in the site seem to be in their favor.


There are things in the life you should fight for, your balls are one of them.

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Sure, we´re tossing out fluff, but tell me, where does anyone deal in words with substance? C´mon now, there´s no honest work anywhere. Just like there´s no honest breathing or honest pissing.
-Haruki Murakami: A Wild Sheep Chase

Brands often mistake the total lack of attention and interest to their products from consumers to stupidity. Consumers are not stupid, nor they are simple. They basically just don´t care about your boring products. They block their brains deliberately when they see your ad, because they know that you are lying to them. Or not lying per se, but sugarcoating the reality to such a ridiculous extend, that it does not feel honest or genuine anymore. Advertising is mostly meaningless hyperbole, so when some brand appears at least slightly more honest it will break the clutter.

Some of the Finland´s finest creatives did this great film to promote Finnish advertising agencies during Eurobest festival. I heartily endorse this message and have a firm belief that Finnish agencies breed the best world-class talent. Especially in planning. If you want to win, hire a Finn has been the mantra of all the progressive agencies for while. Nevertheless, this ad raises the important point that every brand could have a little bit more honesty in their work:

Honesty – Invented in Finland from Darlings on Vimeo.

The “I Hate Thailand” –ad I wrote about earlier was a prime example of an ad which starts from more honest standpoint although is not purely genuine. One-eyed man is king in the land of the blind. Same way a brand with even a hint of honesty will rule amongst the dull and predictable ones. Honesty from a brand is always surprising, and surprise is the most powerful emotion a brand can trigger.

This Arbys apology to Pepsi has gathered over 1 million views and the only ingredient that breaks it from the norm is the honesty. Yes, we forget to put Pepsi in one of our ads, now you get Pepsi and nothing else. Pure product ad for 30 seconds, but coming straight from the heart:

Was it really a mistake or just a clever funny stunt? Jury is still out on that one, but it does not really matter. If it feels honest, it is way more honest than the rest of the ads out there.

Speaking frankly and speaking the truth are two different things entirely. Honesty is to truth as prow is to stern. Honesty appears first and truth appears last. The interval between varies in direct proportion to the size of the ship. With anything of size, truth takes a long time coming. Sometimes it only manifests itself posthumously. Therefore, should I impart you with no truth at this juncture, that is through no fault of mine. Nor yours.
-Haruki Murakami: A Wild Sheep Chase

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Anatomy of An Insight: I Hate Thailand

Although this spot is a little bit long-winded and the protagonist probably deserved to be robbed, it is still quite refreshing travel ad from Thailand ´s Tourism Authority:

Insight: Setbacks can happen on your holiday, but that is part of the whole charm of travelling. By starting to build up this spot from the negative experience, it gives more authentic point-of-view than traditional destination advertising. Thailand has had bad year in tourism due to numerous reasons so overtly positive advertising would have felt totally out of place.

Brands do not generally understand that consumers actually love honesty instead of sugarcoated fantasy. Their cellphones have been snatched by ladyboy, they have gotten violent diarrhea from raw sesame chocolate balls or been tricked by taxi uncle. When brand addresses upfront that something bad might happen if you are unlucky, drunk or both, it can actually concentrate on your positive message.

Some people have actually mistaken this to be a real thing and not an ad. I think it is obvious that it is ad (no one would make this cheesy of a story) and if you had mistaken it for real thing, I recommend courses in media literacy. The ad has been success with the audience as well, clocking almost 2 million views.

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