‘Sucky’ Charms and ‘Shittles’: Introducing brand autocorrects

The site, “Stupid Autocorrect Brands” is a new side-project from a Commonwealth/McCann copywriter that reimagines the names and logos of brands as if autocorrect had mangled them. Thus Nike becomes Bike, Crest becomes Crust and Kool-Aid becomes Fool-Aid. There are also somewhat more profane ones: Skittles, which is re-christened as Shittles, and Twizzlers, which becomes Jizzlers.

The man behind the idea, Scott Wolf, told Digiday he came up with the idea when he was riding his bike around Detroit, trying to ride and text at the same time. While typing “On my bike,” his phone kept changing it to “On my Nike. “The project bloomed out of that little moment of tech struggle,” he said. It started with Nike/Bike, and Wolf took the next two months to create more doctored logos for other brands, like Land Rover (Hand Lover), Pop Tarts (Poop Tarts) and Froot Loops (Froot Poops).

Wolf is also behind another buzzy advertising side hustle: admojis, which tweaked existing emojis like the “poop” or the “monkey” and added ad-related captions that featured some pithy humor about truths in the ad business.

Side projects are a bit of a thing for Wolf, he said, although he has no plans to monetize or blow them out into real businesses. It’s more about keeping sharp and using his free time to create things that make his friends — and his bosses laugh.

“I like to stay busy and see what I can come up with that’s funny or unique or a twist,” he said. “But I do it mostly just for fun and to make people laugh. It also helps keep my creativity game strong for when it comes time to sell some ads.”