The director explained in an interview that he was fascinated with the word "fuck" because of its different uses. He originally proposed the idea of a film about the word in jest, later realizing that the topic could fuel a documentary. "The Observer" quoted him as saying that he was entertained by the word "fuck", and intrigued with the idea of examining how the word had been incorporated into popular culture. He wanted to analyze why some people were offended by its use and others enjoyed it, noting that the word sharpened debate about taboo language in society.