Advertising Age posted a great review of brands that are using “real” as a selling point in advertising, but then they effed it up with a really crappy headline, “Brands Continue to Keep It ‘Real,’ but for How Long?” (link).  “Keep it real?” Did you forget that you write for grownups? Plus, are you even allowed to use that phrase with out the word “dog” on the end?  Just seems wrong.

Anyway, do read the article as it has some valid points on a weird trend that dead tree advertisers are using these days. I have to admit, it’s a pretty good, passive-aggressive style insult to competitors when you call them out as “fakes”, even though they’re pretty much all made out of the same shit.

Wendy’s was a surprising entry as a company that would actually dare to use the word “real” anywhere near its advertising.  I actually like their food, but I’ll be the first to say that the burgers are about as real as the wrappers in which they are served.  If I want real, I go to In N Out; if I want fake I go to the place with the square burgers that gives me heartburn.

J.

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4. Chase lucks out with great impromptu hilarity in its radio spots! Zing!