Tuesday, August 02, 2011

Mumbo meets jumbo

Ask any copywriter what the must frustrating thing about their job is and chances are they'll say getting stuff past the client legal team.

Great case in point is a recent long copy print ad for McDonalds in the US.

No copywriter would ever write a line like this:

"Several years ago we lowered the trans fats in our fries to 0 grams per serving."

Zero grams!!

Why can't they just say there are no trans fats?

Because legal won't let them.

Of course I don't know that for a fact. But I'd be willing to put my house on it in a wager.

Which brings me to the 99c ad above.

I'd like to blame legal for that monstrosity too but somehow I can't help thinking it's simply an example of what happens when clients write their own ads.