Advertising has always trafficked in superlatives. Now they’re getting superlativer.
A BART station ad for BlackBerry Messenger (BBM).
The design of this poster is striking, but the slogan rings false. I don’t object on principle to the invented “closerer,” but “closer friends” made me jump to “loser friends” and then to the immortal “Coffee’s for closers only.”
And what’s going on in this Captain Morgan ad?
Update, September 2011: The video has been pulled down. Read about the campaign.
“Beer . . . it’s delicious,” purrs the Spanish-accented voiceover. “But could it be deliciouser?” The answer is “jess,” of course.* In the few seconds remaining, the spot also introduces “ridiculicious” and “brohemoth.” (Another spot in the series uses “brochacho,” a blend of “bro” and “muchacho.” Bro- is the man-word prefix du jour.)
Closerer? Deliciouser? Sounds like Dumb and Dumberer to me.
* You could give yourself insomnia speculating why a rum brand named for a Welsh pirate is pitching Beer Helper in a comic-Spanglish accent.
Hat tip for the Captain Morgan ads to Ben Zimmer of Visual Thesaurus.
(The title of this post is borrowed, of course, from Alice in Wonderland, Chapter 2.)