about the author

claymore Creative Director, copywriter and ad connoisseur that has been riding the wild surf of advertising in style, panache and grace for two decades.

Comments (8)

  • Sputnik_Barconi's picture
    Sputnik_Barconi

    I think what we have here is a real downside to corporate espionage - you end up with a slogan that is just as awful as the one for the company you stole it from.

    Jun 25, 2007
  • claymore's picture
    claymore

    I think this falls under the Rich, Chocolatey Ovaltine Conundrum (RCOC) - If you have to tell consumers that your product or service is cool or extreme* or beautiful, it usually isn't.

    *or Xtreme, X-Treme, XXXtreme!, Eckstreaghm, etc.

    Jun 25, 2007
  • Sputnik_Barconi's picture
    Sputnik_Barconi

    You know what George Carlin said about marketing words like chocolatey, right? "No f*cking chocolate."

    Jun 25, 2007
  • katiepoche's picture
    katiepoche

    I'm pretty tired of people not using adverbs when they should ("Think different"). Or using words in wacky, new, stupid ways to sound fresh or hip ("Method: Against dirty"). So for me, Chrysler wins by default.

    Above that, though, celebrating the idea that engineering can be beautiful makes me pretty happy. I get nothing out of "Drive beautiful."

    Jun 25, 2007
  • Dabitch's picture
    Dabitch

    Both lines are beautifully bland.

    Jun 26, 2007
  • Robblink's picture
    Robblink

    Don't forget Jaguar's "Gorgeous" tag line!

    Jun 26, 2007
  • Susan Gunelius's picture
    Susan Gunelius

    What a shame. I'm sure both companies paid significant sums to come up with these new taglines, but unfortunately, they'll fail to provide the differentiation needed. Let's see who changes their tagline first.

    Susan Gunelius
    MarketingBlurb.com
    Brandcurve.com

    Jun 28, 2007

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