How far is too far?

A few words on the marketing campaign commissioned to PutosModernos® by Number 16 School.

These past few days, I've found it pretty much impossible not to fix my gaze on the bus shelter banners advertising the new English courses by the popular Spanish language academy Number 16. One can tell back-to-school season is in full swing, and language schools are trying to get the big guns out there to get hold of as many eager students as possible.

However, upon seeing some of those banners, I was left with a bittersweet, if not hollow impression. While some of them worked in the right context and culture, I felt others lacked in what my partner rightly described as "cultural empathy", that is, the awareness of the subtleties underlying in each and every local region and culture.

Let's take a wee look at the two following examples. As the campaigns aim at a predominantly Spanish-speaking population seeking to improve their English language skills, I have taken the liberty to translate them into English so the message gets across.

The first one reads "We're so good at teaching English that you'll have to stay away from balconies next summer". What apparently seems like an innocent message, it proves that this campaign fails at the most important aspect: cultural awareness and empathy.

Why?

✔️ It pokes fun of a sad practice usually attributed to holidaymakers of British (and other nationalities) origin while in Spain. That is, getting absolutely splashed and throwing themselves off their apartments' balcony or terrace while reaching for the pool. While we all have thrown the occasional joke at this less-than-honorable practice while sharing drinks at a bar amongst friends or family members, showcasing it on a public access banner is more than troublesome. Which leads me to my next point.

✔️ It lacks contextual awareness. Again, we Spaniards love to take the mick out of people, specially in casual situations and environments. Does that mean we can resort to easy, bland jokes at every turn? I think the creative people at Putos Modernos could (and should) have played it more swiftly by aiming at more funny, yet current, topics or habits while steering away from clichés and "tavern-like" humour. By putting it up for everyone to see, we're legitimising, normalising and downplaying a serious issue that not only affects our tourism industry and the image we project abroad, but also many individual lives alike.

✔️ By and large, it does not consider Number 16's members of staff. Have they stopped for a minute and thought about how many British teachers might feel personally alluded to and victimised? Language schools take pride in their native assets, and this does nothing to help their cause. What would happen if, to name an example, a similar display urging German youths to learn Spanish in order to unwind and live a more relaxed, less efficient and fauler life showed up at a bus stop in Berlin? How about the same banner enticing Swedish students to embrace Dante's language so as to have greater chances with a lively Italian woman while abroad in Naples? Once again, no empathy is here to be seen.

All in all, it could be argued it fails at one of marketing's basic pillars: localisation.

The second image, while not as problematic, is another example of how they seem to prioritise causing uproar over anything else with their copy. It reads something like "Your English won't take you much further than the Magaluf beaches. You know that Do you wanna f*ck in my hostel won't get you your dream job, don't you, bro?"

And yet again this is problematic on so many levels.

✔️ It is patronising and rather condescending, as it plays with the idea that most of their target audience have learnt the language just enough to grant them a summer fling (or shag, for we're not being politically correct here).

✔️ It proves, time again, it is not very aware of their intended readership. The very mention of Magaluf is not realistic, as this party destination is humongously popular amongst British and Irish nationals, not Spanish English learners looking for a relaxing time away. So, yet again, we are facing the wrong cultural reference addressed to the wrong group. This is not to say, however, that it is not possible to bring on a similar effect. They just had to use the right references.

✔️ It is biting more than it can chew. In other words, it is overarching in its references and use of the language. Bro is not only an Americanism that inevitably clashes with the predominantly British allusions here, it also reflects on a generic, all-encompassing piece of copy that should have been proofread by another set of eyes before hitting the streets.

In short, I think the copywriters at Putos Modernos have gone for a shocking, impactful message by means of humour-filled language and stereotypes which ultimately fails to be bold. I guess it will resonate with some, but I wonder how many people it will convert in the long haul.

Although this campaign didn't quite click with me (for the reasons outlined above), I did find some other rather good examples of copy that appeal to other ideas/stereotypes/conceptions (you name it) of the English-speaking world we are indeed so acquainted with in Spain.

What are your thoughts? Which references would you have made use of instead?

I will read your input under the comment section!