Wednesday, August 29, 2012

Mercedes Benz Less Doors Commercial

Again, maybe my ears are just tuning into these things lately,
but a recent Mercedes commercial confuses the proper use of
the words less and fewer.

The commercial shows a chained car so powerful that the doors
are being pulled off. It is a dramatic commercial, but it ends
with a phrase that includes the words "less doors".

Grammatically, the script should have read fewer doors. Anything
that can be counted should use the word "fewer" when referring to
quantity, whether the use is with the word more or not.

Just saying...seems a little off for a luxury brand to do this on purpose.

Friday, August 24, 2012

Bugged by the Lack of Good Grammar in Ads

I know,casual conversation trumped correct grammar long
before now in commercials. [Winston tastes good like a
cigarette should is a classic example.] I can even
rationalize that the writer or client really wanted to
link the word like to the brand.

A case in point now is Ford's use of further instead of
farther. I can appreciate the play on words and the
corporate side message that Ford goes further or the
extra mile in quality, advancements and engineering.
However, when attached to a brand message directing
the consumer to go further,to me it looses something.

As a consumer, I do not want Ford to take me further,
I want them to take me farther, which I consider to be
the bigger benefit.

Wednesday, August 1, 2012

Commercials Airing During the Olympic Games

Watching any big event on television such as the Super Bowl or the Olympic Games always draws my attention to the commercials. I've been in advertising too long not to notice the good and the bad. A couple of BMW spots caught my attention. I think the first one I saw was the one that drove home the slogan: We only make one thing the ultimate driving machine. Good commercial, fast paced. Loved the woman's pearls blowing out the window. My question is why run the other commercial with the dog that jumps out of the SUV window after hearing the word neutered. It is funny, which may be reason enough. However, the only thing that went fast in this commercial was the dog jumping out of the SUV window. I don't even remember the car moving an inch so how is this reinforcing or even giving a nod to their slogan? Granted the parent driving the BMW SUV is probably not taking many joy rides, but the commercial could have implied that at least the dog was taking a joy ride with its head out the window. Maybe they were just trying to appeal to two very different markets in the same timeframe and hoping that the message in one of the spots would by association influence the other.