"When used properly in advertising, swearing can provoke, it can empathize and it can empower - just like in real life. So, should a supermarket use one to advertise its latest deals? No. But might you use one to say, 'We see you, we get you and, boy, are we behind you,' as in the GirlvsCancer campaign? Abso-fucking-lutely."
The audience for whom this ad is aimed will miss out on such an insightful and empathetic rallying cry simply because some folks' sensitivities seem to matter more than feeling seen and supported through some of the toughest times they'll ever go through.
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