MultiCultClassics recently discussed the following with Danny G and Hadji Williams via Twitter, then spotted a related Miami Herald story. Ad agency Cramer-Krasselt produced a ”Cultural Dictionary” that ultimately demonstrates the lack of culture in our industry and beyond. The Miami Herald headline read, “Fresh dictionary for a phresh age.” Hey, it’s phat, homies. Def too. The challenge of collecting slang is that the compilation is usually tired about six months before publication, if not sooner. Once phrases reach the point of appearing in a Bud Light or Mickey D’s commercial, you know things are closer to being out than in. When an ad agency submits a list, well, it’s like watching a balding divorcee chase college coeds. Or Karl Rove rap. Besides, sources such as Urban Dictionary have been around forever. It’s odd, as C-K is a great shop that would never write a headline featuring any of the dictionary entries. “We do the dictionary primarily to educate our clients about our consumer behavior research,” claimed C-K’s senior vice president and assistant director of brand planning. “And to make ourselves as relevant as possible.” Oops. Next time, run it past the dudes in the mailroom.
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