Nothing galls me more than to hear or read exaggerated claims in advertising. I’m especially appalled when I suspect the misdirect is intentional. I’m taking Sprint and Buick to task because I believe they produced commercials that mislead. Let’s take a look.
Sprint tells us “There are over a half-million apps and counting on the iPhone.”
WRONG!
There may be over a half-million apps and counting available for the iPhone, but there’s no way there are over a half-million apps on the iPhone. It’s simply impossible today.
I’m not splitting hairs here. There’s a significant difference between the two ideas. Consumers who believe there are a half-million apps on the iPhone may use that data point in their purchase decision. Apple, Sprint and the advertising agency understand this and it’s precisely why the copy is written this way.
It’s dishonest.
Buick tells us that humans have 3,000 thoughts a day. They then boast that the engine of the Buick Regal Turbo has 125 million thoughts a second.
WRONG!
A vehicle can’t think. The engine of the Buick Regal Turbo may execute 125 million instructions per second, but it can not think. It’s ridiculous to suggest otherwise.
Please don’t insult my intelligence. Write crisp, clear and concise copy that conveys the truth. Don’t deliberately mislead me with grandiose claims that you know few will challenge. It undermines your credibility, debases advertising, feeds an already cynical audience and infuriates those of us in the advertising profession who play it straight.
Precision in communication. It matters.
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