Do We Still Give a FCUK?

From Cadbury’s Milk Tray Man to Gio Compario of GoCompare.com, brands are having a bit of a nostalgic moment with their advertising.

The latest to do so is French Connection, whose in-house creative department has resurrected the sweary slogan ‘FCUK’ for the fashion chain's spring/summer 2016 campaign. Originally cooked up in the early Nineties by then-TBWA chairman Trevor Beattie, the cheeky misspelling proved a masterstroke, raising parental eyebrows, making the ASA hot-under-the-collar and most importantly, getting cash registers ringing. Who didn’t own a T-shirt emblazoned with the phrase ‘Born to fcuk’; ‘Cool as fcuk’ or ‘Too busy to fcuk’ (below)?

By 2004, the joke was wearing thin and FCUK was unceremoniously dropped as a logo and tagline. Fast-forward to 2016, though, and like a foul-mouthed phoenix from the ashes, it’s back (top) – the ultimate retro slogan for a ‘90s-homage collection.

But in an industry that’s all about new ideas and fresh concepts, is resurrecting an old tagline ever a good move? Below, four industry insiders weigh in.

Jason Gonsalves, chief strategy officer, BBH London

There’s nothing wrong with resurrecting an old end-line. As long as it still has meaning and impact, which is exactly what BBH did for the Guardian in 2012 when we brought back The Whole Picture (below).

In their press release, French Connection plead with us to believe that they are rekindling the mood and spirit of late ’90s "Cool Britannia". Instead it reeks of desperation, like ageing punks stroking thinning mohicans and sticking two fingers up to Japanese tourists on the Kings Road.

In 1997, FCUK had impact, surprise and attitude. It dared you to look, and then made you look again. It didn’t mean much, but it sure packed a punch.

But in 2016, it lacks any real wit and irreverence. It says nothing, other than to scream a new truth - "WE HAVE RUN OUT OF IDEAS".

Anthony Cassidy, creative director, Portas

“FCUK” *snigger*. It’s back again, is it? My instant reaction to hearing this news was, that’s a bit desperate.

And, with a little more thought, my reaction hasn’t changed. When brands resurrect some of their history through marketing it’s usually to reflect a warm, cuddly sentiment that makes people go ‘ahhh’ and reconsider them.

FCUK, when it originally came out, was very reflective of a moment in time. The lad culture of the mid-nineties, a little boorish, arguably puerile, but very much of the day.

The question is, and wanting to avoid judging, is it relevant for today? We’ll see.

Stephen Whelan, founder and EP, White Lodge

I remember when the FCUK tag first dropped in '91. At the time it seemed like an extraordinarily disruptive and counterculture moment from a major high street retailer. It was also the year Nirvana took 420-friendly grunge global with Nevermind and the internet was born.

Two major cultural moments that have stuck with us and one that's lost most of its shine. Why bring FCUK back now? Well, in truth it hasn't ever really gone away. The stores remained FCUK-branded even if demand for ostentatiously logo-emblazoned fashion waned.

So, is this a reclaiming or repurposing of the tag in a bid to tap consumers' 90's nostalgia? Or the self-reflective swansong of a brand longing to return to a past when their voice was loud and culturally resonant (and their balance sheet in substantially better health)?

The problem with FCUK for me has always been the idea of building a brand’s identity, fashion or otherwise, on the success of a single marketing campaign created at a specific moment in time. Imagine Apple endlessly rerunning its silhouette campaign in stubborn defiance of the unstoppable tide that drives consumer taste forwards.

A seminal ad idea is not the same as a coherent fashion brand identity. Besides which, shouting FCUK doesn't seem so daring anymore in a culture where we're used to seeing the likes of Miley flash their ass-ets. Like Punk, most things fashion tend to lose their daring edge with age. Four letters can't replace a clear fashion aesthetic or a design philosophy, and ultimately that's what makes us choose one fashion brand over another.

Interesting that more of the coverage of the collection has focused on four letters rather than the actual pieces for sale. No idea what the clothing looks like. #RIPfcuk?

Anna Carpen, creative partner, 18 Feet & Rising

Resurrecting an old ad line is a decision that should not be taken lightly. When it’s done for purely nostalgic purposes, it will create a short-lived fizz that won’t lead to much else. A vague memory might unearth itself from your audience’s psyche, but a moment later they’ll be distracted by Kanye West’s latest Twitter rant. It’s a tough crowd these days.

Saying that, if a brand feels it has gone off path in recent years and wants to truly get back to what works well for it, a well-loved end line like FCUK could work wonders for them. To do it properly, it relies on a full buy-in from every member of the company. Changes in behaviour from board level right through to the teams on the ground. Everyone has to live and breathe that end line. Otherwise the general public will fail to connect with the magic that was originally created and which won their audience first time around.