no billion-dollar brand had the guts to do — they started roasting their own customers.
Not politely.
Not with Corporate humor.
Real, unfiltered, brutal honesty —
and people loved it.
Their engagement tripled.
Sales spiked.
And suddenly, a fast-food chain became a social media legend.
The irony?
They earned more trust by being unprofessional than most brands do by being perfect.
Scroll through LinkedIn or a corporate website and it all sounds the same: “We value innovation. We care deeply. We’re committed to excellence.”
It’s robotic poetry.
Every brand says it.
Nobody believes it.
Because today, “professional” often sounds like “filtered.”
People don’t want filters anymore — they want friction.
They want real reactions.
Wendy’s realized that people didn’t want another polite burger ad.
Humans don’t bond with perfection — we bond with flaws, tone, and confidence.
When a brand breaks the “professional barrier,
It stops feeling like an ad
That’s why “professionalism” can secretly repel customers —
It removes the emotional friction that builds connection.
We trust the people who say what they mean,
Not the ones who sound like they practiced it.
The brands that play too safe… fade.
Their visuals? Clean, but cold.
Their copy? Correct, but forgettable.
Their tone? Polite, but powerless.
Professionalism protects your reputation,
but it kills your recognition.
You become just another brand people scroll past,
because they’ve heard your voice a thousand times before.
Drop the “corporate-approved” tone.
Add tension. Let your message breathe, stumble, or laugh.
Speak like someone who’s alive, not like a brand trying to sound wise.
Keep your visuals cinematic, but your tone raw.
Authenticity isn’t the opposite of professionalism —
it’s what replaced it.
Professionalism used to mean trustworthy.
Now it just means forgettable.
Because people don’t fall in love with what’s perfect —
they fall in love with what feels alive.
And to prove this we launched a brand with 0 discount and…
It Worked…