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