Advertising is no stranger to wordplay, and the outerwear retailer, L.L. Bean, has adopted this approach with their latest slogan, Be an Outsider.
The motto of American Express, familiar to millions, used to be Don’t leave home without it. Now it’s Don’t live life without it. While not quite a bait-and-switch, the new motto does resemble a sleight of hand.
“Be conscious. Disconnect,” say a series of ads sponsored by the Ford Motor Company in Brazil. Designed to promote safety on the road, the ads also make a latent statement in the context of individual freedom.
“I Want to Live Happily Ever After.” This sentiment is understandable in a child. Vulnerable and inexperienced, their growth relies on fantasy to some degree. But retirement services aren’t peddled to children.
What many call their choice is actually a program that doesn’t belong to them.
The Neuro product line revolves around perceived deficiencies but is not presented as a mere supplement. Instead, the company sees itself as a solution provider.