Sh*t you can say on the internet
Commedian George Carlin once had a famous bit called 7 words you cant say on TV. In order to actually hear these words (without the censorship beep) you only had one option—go see him live. (or get a bootleg tape from a friend)
George always said: "You know the 7, don't you, that you can't say on television? "Shit, Piss, Fuck, Cunt, CockSucker, MotherFucker, and Tits". Those are the heavy seven".
George always got a reaction.
The internet and YouTube have changed the game. WARNING: Look at this ad from K-Swiss.
It integrates te offensive Kenny Powers from the now cult HBO show Eastbound and Down
Shock is native to the online experience, the ground it was founded on. Hopefully this isn't news to you. Would your brand be cool with using words like these in your ads? Even if people found it truly entertaining? Do you want to be able to compete online? The rules are different here.
You have the freedom to say those words. You have the freedom to discuss topics that you wouldn't otherwise be able to in a mass marketing channel.
If your a challenger brand I suggest using this K-Swiss ad as an example. Be the counter culture. And for those larger companies and clients out there, if you want to compete, it's time accept the freedom of a new filter for your online creative.