LISTENING TOO HARD: There's a Problem with Norm's Crest Cars Copy

I've heard this ad, the one that focuses on Crest Cars' service organization, a dozen times like we all have.  Each time, I pause and think there's something odd there, can't quite put my finger on it, but it's just an ad, it's there and gone, who cares.

But this morning when I heard it, I stopped in mid-stroke.

(I was shaving.)

I hope I hear it again before I post this so I can get the words exactly right, but here's the gist of it, emphasis mine:

"If you think you're getting the best service for your Mercedes, Infiniti, or Cadillac, you've never been to Crest."

We know that the copywriter meant to imply the conclusion:

" .  .  .  because if If you had ever been to to Crest, you would think that Crest [and not whatever lame service place you're going to now] provided the best service."

But when I heard it this morning, it jumped out at me as more naturally implying the following:

".  .  .   because if you had ever been to Crest, you would never think you were getting the best service for your Mercedes, Infiniti, or Cadillac [i.e., because it sucks]."

Mind you, I am agnostic on the excellence (or not) of Crest service.  I'm sure it's great, or else surely Norm would not be endorsing it.

I know.  Don't call him Shirley Norm.

*     *     *

Speaking of endorsements:

A commenter to the "It's Just Lunch" post of a few days back noted that IJL was being sued in a class action for fraud, and the judge has ruled that the suit can proceed as a class action.  I won't go into details but it's an interesting claim plaintiffs are making -- essentially, that ILJ falsely represents the "custom selection" feature of the service.  In fact, I think there's more than one of them.  Check it out:

ILJ Class Action Lawsuit 1

This looks like a brand new one with more serious allegations of fraud:

ILJ Class Action Lawsuit 2

And while I may be projecting my knowledge of these suits onto Gordon, it seemed to me when I heard him reading that copy today, that he had lost interest, that his presentation had taken on the "do you like good food?" level of enthusiasm.

But, as I say, I may have been projecting.

AMENDMENT:   Just heard Norm's Crest ad.  Think I wrote down the material phrase correctly.  It's:  "if you think you're getting the best service in town, you haven't been to" Crest.  Point stands.

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