// November 22nd, 2011 // 2 Comments » // Life in General, Work at Home
For those following Nix9to5 on Facebook, you’ve already seen a link to this story. Earlier today, Amanda at Simple Saving Savvy linked to a story from Sunshine and Sippy Cups about the disturbing advertising copy being used by DailySteals.com (note: I am not linking directly to Daily Steals because I do not wish to give them any additional free advertising. If you would like to see the ads for yourself, feel free to type the URL in your web browser).

Daily Steals is a daily deal site which features toys, electronics, and more. It also features a very questionable ad strategy. I can only guess that these product descriptions are an ill-conceived attempt at humor, but they are disturbing and not in any way funny. For each product, the write-up is a little story. The story does not mention any features or benefits of the product, but rather uses the product name somewhere in the story. As far as I can tell, the majority of these stories are laced with violence, sexual innuendo, and references to drug and alcohol abuse. These stories tell of kidnappers and creepy old men in toy descriptions, and mock depression and suicide in a camera description. One alarm clock is marketed by a story about a boy at his grandfather’s funeral.
Here is an example of an advertisement for a remote control car:
What’s your favorite thing about kids?
Two men in their late thirties sit in folding chairs on a front year. The sun beats down and causes little droplets of sweat to accumulate on their faces. Children play in their view along the sidewalk. The men casually watch them, mostly getting wrapped up in a conversation with each other.
“That’s a cool thing he’s got over there,” Jeff, the shorter one, asks his friend, pointing to the boy in the Lil’ Rider Battery Powered Sports Car.
“Yeah, I bought that not too long ago,” Gabe responds.
They watch as Gabe’s son drives around the yard and the sidewalk.
“You know what the best part about it is?” Gabe asks.
“No, what?”
“This remote can control the car too,” he says, breaking out the remote and taking control of his son’s car. He drives the car straight over to the neighbor’s dog and runs it over. Tom Robinson, the owner of the dog, sees the whole thing and walks over to Jeff and Gabe.
“What did you do that for?” he demands to know.
“I didn’t do anything, that was my boy,” Gabe retorts. “He’s just a kid give him a break.”
Tom Robinson storms off to his own house in a huff and the two men sit back down in their chairs.
“You can blame anything on kids and get away with it,” Gabe says, laughing.
Running over a dog? Blaming the child? And this is one of the more tame “stories.” I’m truly baffled by this strategy. I would think the target demographic for the toy ads would be parents and grandparents–those who love children and who overwhelmingly desire to protect them. To write an advertisement that uses kidnapping, violence, drug and alcohol abuse, and pedophilia as a gimmick seems to go directly against good business sense. Why alienate your customers this way?
As a Work at Home Mom, I write web sites, blog posts, and product descriptions for a variety of businesses. None of my clients would think of accepting writing of such a poor caliber and in such poor taste. Ads should appeal to the customer, not repulse her.
There are dozens of Daily Deal sites available: Groupon, Deal Pulp, No More Rack, Save More, Plum District, and more. Please consider giving your business to one of these more ethical, professional, and family friendly sites than to a site that tries to make a buck off the exploitation of children.
EDIT: Though it appears as if Daily Steals is not responding to questions or comments about their ad copy, I have found at least one instance where they changed the text. However, the change is, in my opinion, clearly sarcastic and patronizing.
Here is the original text:

And here is the text of their revision, now available on the site:
Everything was super happy and nice.
All the little children of the land got together to go on an adventure. Their destination was an enchanted forest to the north of the town where it was believed that an ancient spirit that loves children lived. The group gathered up their Disney Pix Click Cameras and headed off early in the morning.
They had the most fun they ever had taking pictures of the marshmallow bushes and licorice trees. They found a telephone shaped like a smiley face that they used to call their mothers. They told them all about the world they had discovered and that they wanted their entire families to move there. They said it was great because nothing could get in without the explicit permission of the people inside.
“Finally,” one of them said.
And everyone lived happily ever after with sugar and marshmallows and cherries on top with gigantic smiles that never fade.
I don’t know. It looks to me like there is a copywriter out there who is actively trying to get fired. If Daily Steals is looking for a work at home writer, I know someone who could do a MUCH better job than this. Maybe I should send them my resume . . .