What does pride come before?

I heard an Esso ad on the radio today, that started: "We pride ourselves on making fuels that operate at the molecular level."

First, what doesn't operate at a molecular level?

Second, it fails the 'Who cares' test.

Who cares what you pride yourself on? Customers only care what's in it for them.

When I Googled 'Esso "we pride ourselves"', these are the results:

• "At Esso, we pride ourselves on developing advanced fuel that works"
• "At Esso we pride ourselves on developing fuels to help your engine run more smoothly"
• "Like Exxon®, we pride ourselves on our environmental consciousness" (!)
• "We pride ourselves on going that little bit further"
• "We pride ourselves on being locally owned"
• "We pride ourselves as [sic] being a leading technology company"
• "We pride ourselves in [sic] professionalism and honesty"

Don't write about how proud you are; write about what you do for your customers.

Reassuringly confident

Admire the bravery of this poster. The copy doesn't mention the product. The logo is not dominant. It's beautifully written to back up the brand promise. And you can even get a 'chalice' of your own.

It's the Stella Artois of adverts.

 

Thinking outside the box, man.

Did you see the shocking open letter to Leo Burnett from Asylum Films? The small production company was complaining that the film they were commissioned to make for RMHC was 'copied' and remade without consultation. In the interests of fairness, here's a report about Leo Burnett's reply.

I'm not sure the situation does either business any favours. Either way, they're not the only ones using a box-man character. Here's one used by Amazon:



And here's another for Challenger Packaging:

What is this - invasion of the box-men?

P.S. If you're worried that your web content has been copied, use the free plagiarism checker at www.copyscape.com.