It’s interesting that many recent, decent taglines out there are for brands that are, shall we say, less than upscale, or are mundane and utilitarian.
Take Beano Before. And there’ll be no gas.
Valspar. The Beauty Goes On.
Pam Helps You Pull It Off.
Kashi. Seven Whole Grains On A Mission.
Benedryl. You Can’t Pause Life.
And now Old Country Buffet has a new campaign anchored by the tagline, The Land Of &. I envy the economy and resonance of this line, which captures, perfectly and unapologetically, the differessence of OCB. The use of an ampersand in place of the word “and” is a beautiful touch. Not only is the ampersand far more elegant to look at than a plain old “and”, it also engages the brain for a microsecond in order to translate the symbol into the word, and then recognize the assonance between “land” and “and”.
For years, my mock tagline for Old Country Buffet has been Mediocre Food. And Lots Of It. In deference to the new line, I promise to stop invoking my line whenever the subject comes up. At least for awhile.
In contrast, I call your attention to a campaign that my brother called to my attention to recently. It’s the current Honda campaign touting some promotion, the details of which elude me. The campaign which features an animated fellow, “Mr. Opportunity”—kind of a dufus, who does a lot of knocking, all within various otherwise live action contexts. The obvious question this campaign raises, aside from WHY the Honda folks thought that making Mr. Opportunity a badly executed, sophomoric cartoon guy might be a good idea, is this:
Is it opportunity that’s knocking, as they hope we’ll pick up on? Or is it Honda engines, as one’s mind immediately goes to when the term “knock” is introduced in a car commercial?
In fairness, there is one nice line in these commercials that says something about how the promotion “is the only thing in a Honda that won’t last.” But that one line isn’t enough to forgive the aforementioned, far more egregious aspects this campaign.