Don’t buy an Electrolux, it sucks!!! At least, according to the brand itself. When the Scandinavian vacuum manufacturer launched a translation of their original Swedish slogan in America, things got out of hand. Which resulted in a disaster: “Nothing Sucks like an Electrolux.” Fine, but first we should let the company speak for itself. Oh, wait! It already does. And don’t let anyone tell you any different.
Rather this is a mistake of Google Translate or the art directors’ English word skills, this ad blunder is inexcusable. But what happened here? I think this is an underestimation of how language barriers effect a target group’s consumer behavior. But though this ad was published in the late 1960s, I believe nowadays an ad like this could really score. More and more you see brands outshine competitors, by mocking themselves with a sarcastic tone-of-voice. After decennia of advertisement, one sees the commercial purpose of campaigns. We need something new to pay their attention, like sarcasm and humour.
So, whether you are still planning to purchase an Electrolux vacuum or not, the background image is worth a 1,000 words, don’t you agree? At the end it truly did cause the leaning tower of Pisa. So ultimately it doesn’t suck at all. Huh?