Pure Rush: "Get the Writers Back"

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 PureRushSoap.com 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 GetTheWritersBack.com 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.

“The pen is mightier than the sword,” said a spokesperson from Pure Rush. “We’ve all experienced joy and inspiration, and even been moved to tears from books, movies and TV shows. This is why writers are so critical to the development of our society and why we’re supporting the effort to end the strike.” Pure Rush created the ad in-house.

The labor dispute between the Writers Guild of America (WGA) and the Alliance of Motion Picture and Television Producers (AMPTP) has been ongoing since May 2. WGA demands increased minimum compensation, increased residuals, AI regulations, increased contributions to pension and health plans, the strengthening of professional standards, the overall protections for writers, and more.

+ When Accounting for inflation screen pay has declined 14% in the last 5 years.
+ Ten years ago, 33% of writers were paid minimum. Now half work at minimum.
+ Median weekly writer-producer pay has declined 4% over the last decade adjusting for inflation the decline is 23%.

Pure Rush soaps are made of plant-based ingredients and free from all artificial fragrances, dyes, detergents, sulfates, and GMOs. They are never tested on animals. The company donates a portion of its profits to causes and organizations that are working to solve some of the planet’s largest challenges, including climate change, clean water and sustainable food supply.

“We’ve got your back, front and important parts,” is the brand motto.