According to a press release, Mr. More is “a quirky ‘bleisure’ (business + leisure) traveler who’s always looking for ‘more of more’ and ‘less of less’.”
The Embassy Suites campaign started in 2012, a leap year, with the theme “366 Days of More.” (The campaign ended last week.) Nounified more also showed up in “our insane devotion to always giving you more of more” and “a more-tastic amount of more.” The ads were directed by Roman Coppola, son of Francis Ford.
Now, more, like good, is sometimes a real noun, as in “The more you read the more you know.” Note the definite article, though. Embassy Suites’ more isn’t that kind of more; it’s a nounified modifier.
The insurance company Safeco has it both ways with more:
“It’s like a museum. I’m afraid to touch anything.”
The tagline in these ads is “Some people want more out of life. We insure the things that make more possible.” “More out of life” is an idiom that functions as a noun (the object of want); while in make more possible, more functions as “moreness.” Or maybe “more more-tastic moreness.” Who knows.
Watch more Safeco spots at AdWeek.
(Hat tip to Ben Yagoda for the Safeco ad.)