(Faithwire) Within the span of 45 seconds, the actors in the Planned Parenthood ad invoke the F-word 20 times.
Gerard Caputo, chief creative officer at BBH New York, the advertising agency behind the profane commercial, told Ad Week he “wanted to be celebratory in the face of massive opposition rather than plead their case in a typical PSA campaign that’s easy to ignore.”
“‘Freedom to F***’ is meant to speak to a younger generation more empowered than ever and hopefully willing to help,” he continued. “It all starts with the courage to do something different and we believe we have already succeeded.”