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- 22-JUL-2024 | Signal’s “We don’t care about you” Ad
22-JUL-2024 | Signal’s “We don’t care about you” Ad
Dan Bogachek
July 22, 2024
Signal’s “We don’t care about you” Ad
We don’t care about you.
We don’t care about your pets.
We don’t care about the gossips.
We don’t care about what you wanna buy for the season.
Your love life? Pfff… Nope.
All we care about is to make Signal more private, secure and fast with new features.
We really really really don’t have time to listen to your conversations.
Subvert expectations. The abrasive hook gives the ad something to spin — an insult into a positive.
Repetition…ition…ition…ition legitimizes…izes…izes…izes.
“Wanna”, “Pfff… Nope”, “Really really really” → the informality fits the brand (it’s a messaging app) and gives it more of a voice.
Like we’ve covered previously — you can be a little arrogant, but don’t overdo it. In this case, it works because it’s consistent throughout. It’s commitment to the bit. So I guess, if you’re going to be arrogant, you should probably make it part of the bit.
The quickest way to scale as a writer? Ghostwriting.
✅ You don’t need any startup capital.
✅ You don’t need a big social audience.
✅ And you don’t need decades of writing experience.
