WTF?

»We have a pretty unique relationship with the client, in that they let us name their product. About three years ago, we did one called Bloody Zit, then last year it was Whacked. The names always tend to come out of the product itself. So when we sat down with the product for the first time, usually it’s a pretty clear flavor like a sour cherry or sour lime, but with this one we all were like, “What the fuck is this? How the hell is this stuff made?” We couldn’t figure it out. So it all sort of came out of that confusion. It’s meant to provoke reactions, like I never knew it came from a plant, like in the “Jose’s Garden” spot or a guy with a hose leg in “Hose Leg.” So it was about depicting the many strange places this stuff can come from.«

»We’re appealing to what the teen market looks at and plays with all day long. This is the realm they live in, from crazy games to social networking to monkeying around on YouTube looking at weird videos. You have to be part of their vernacular to appeal to them, otherwise you’re talking to a boardroom.«

Despite the sexual connotations of the video and the profane inference in the name of the Froster (Mac’s asserts that “WTF” stands for “What’s the flavor?”), Borlase says he does not expect the campaign to generate many complaints. »I don’t think teenagers are going to be complaining, and I don’t think 80-year-old grandmothers are on YouTube. It can mean a couple of things to a couple of people, but I think clearly anyone in the teen market knows what it means.«