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Top 6: July 19th 2023

Pure Rush: The Writers Strike Stinks

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Top 6: July 19th 2023
Natural soap brand Pure Rush is launching a viral effort this week to support out-of-work writers during the contentious writers strike. For the month of July, the company is offering all Pure Rush customers 15% off their orders at and will donate 15% of all July profits to the Writers Guild of America West via the Entertainment Community Fund. Customers can also use the link to go directly to the page for the promotion to view the ad and learn more about the product and the cause. The clever spot opens with a room of TV execs brainstorming how they will produce entertainment without talented writers. “I have a genius idea - a dystopian comedy called Atomic Clown,” one suit says as everyone views his otherworldly pastel presentation. “But I have no writers to bring it to life.” They ponder hiring scabs, but soon gravitate toward an even cheaper alternative: ChatGPT and other technologies that require no human participation. As they discuss the components needed to produce such a show, the ad itself is revealed to be machine-generated: The executives are AI icons and the voiceover is robotic. The screen says, “The Writers Strike Stinks!” and switches to imagery of people cleansing themselves. “We’ve got your back,” Pure Rush says, detailing its offer.

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