Words matter. Legendary ad man, Bill Bernbach once said “I’ve got a great gimmick. Let’s tell the truth.” Author Harlan Coben offers this blunt assessment: “The ugliest truth is better than the prettiest of lies.”
In a world of puffery, hyperbole and misinformation, truth in advertising shouldn’t be an oxymoron. It should have human scale and fulfill people’s wants, if not their needs.
The right words are needed right now. And when you tell people something worthwhile, not surprisingly, it works. So let's just drop the pretense and have as much fun as possible.
