The Northern Hemisphere’s summer solstice – literally, “the point at which the sun seems to stand still” – occurred at 9:24 p.m. Pacific Time on Tuesday, June 20. But for some brands, the solstice never ends.
In 1995 there was Clueless, writer/director Amy Heckerling’s updating of Jane Austen’s Emma; the big-screen version begat a TV series by the same name. Last year brought Limitless, another movie-to-TV recycling, this one about “an average 28-year-old man who gains the ability to use the full extent of his brain’s capabilities” and is hired by the FBI as a consultant. It lasted barely a season.
This season, get ready for four TV shows with one-word “-less” titles. Minimalism? Austerity? Theft? Whatever the reason for the trend, good luck keeping them all straight.
And Plenti’s plenty for me, since the name has been claimed twice.
In May, American Express launched Plenti, a loyalty program that allows consumers to earn “Plenti points”—one for each dollar spent at 10 brick-and-mortar retailers.
The catch: Until some time in the future to be determined, you can redeem those points at only four retailers: Mobil gas stations, Macy’s, Rite Aid, and Exxon.
Plenti was designed to be a rewards card, not a credit card. But, rather confusingly, AmEx also offers a Plenti credit card.
And because one Plenti isn’t enough, here’s Yoplait’s Plenti, Greek yogurt stuffed with healthy stuff (“and other natural flavors”).
Just in case you’re unsure, the packaging spells it out: Plenti is short for “plentiful.” (Discovered at The Impulsive Buy.)
Speaking of plentiful, I note with moderate pleasure that the dating site Plenty of Fish now uses the URL pof.com. Its previous incarnation, plentyoffish.com, always looked to me like as “Plenty Offish,” which seemed plenty offputting. On the other hand, “pof” is perilously close to poofand P.O.S.
Unrelated, but also new this year from Yoplait: Greek 100 Whips! (exclamation mark sic).
Sweet, creamy, and well disciplined. Consenting adults only. Fifty shades of grape. Image via Midlife at the Oasis.
This Is How: Proven Aid in Overcoming Shyness, Molestation, Fatness, Spinsterhood, Grief, Disease, Lushery, Decrepitude & More. For Young and Old Alike, by Augusten Burroughs. The paperback edition (2013) bore an abbreviated subtitle: Surviving What You Think You Can't.
“The Ultimate Driving Machine” has been BMW’s tagline since 1975, when it was created by the American ad agency Ammurati & Puris; the company filed for trademark protection of the line in 1981. (In 1990, Rawlings Golf in Northridge, California, registered the identical slogan for use with golf clubs. That trademark was abandoned in 1992, possibly under pressure from Bayerische Motoren Werke Aktiengesellschaft.) Just before the 2010 Winter Olympic Games in Vancouver, Canada, the carmaker took a detour with a campaign called “Joy” that was supposed, according to the company’s vice president of marketing, to “warm the brand up.” BMW loyalists were not impressed, and in 2012 “The Ultimate Driving Machine” was once again in the driver’s seat.
“The Ultimate Lighting Machines” has a shorter history. (BMW has been BMW since 1916; Holtkötter Leuchten GmbH was founded in West Germany in 1964.) Holtkoetter Lighting, Holtkötter’s Minnesota-based U.S. division, was denied trademark protection of the slogan in 1997, and abandoned its claim. It tried again in May 2013 under a new dba, St. Paul Lighting, and two months ago—on February 3, 2015—the mark wasregistered. The record is mum on whether BMW USA raised any objections during the process.
Like BMW driving machines, Holtkötter/Holtkoetter lighting machines are not for bargain hunters. The slender chrome floor lamp in the ad costs almost $1,000; a starkly dramatic chandelierwill set you back more than $2,000.
The trademark database also shows that Holtkoetter has received trademark protection for at least one other “ultimate” slogan: “The Ultimate LED.” That product, a light bulb, is not to be confused with “The Ultimate Led Zeppelin Experience,” a tribute band.
In New York City, you can summon a limo with an app called Gett.
TechCrunch calls Gett “Uber without surge pricing.”“Gett rides are $10 in central Manhattan, anywhere between Houston and Central Park South, no matter what day of the week.”
You can tell your Gett driver to take you to Lincoln Plaza to see a screening of Gett.
Gett—it's the Hebrew word for a religious divorce—is an Israeli courtroom drama that opened in the U.S. in February. New York Timescritic Manohla Dargis called it “gripping cinema from start to finish.”
Curiously, the ride-hailing app Gett was developed in Israel, where Hebrew is, of course, one of the official languages. In most of the 32 cities in which it operates, the company is known as GetTaxi.
Confused? You could just stay home and watch getTV.