FROM AD TO WORSE

‘Find your strong’. We’ve got your back, face’. Ever notice how ad copy seems to be turning increasingly nonsensical? Ralph Jones digs into the weird world of modern advertising

- Ralph Jones

I was first conscious of something rotten in the advertising industry when, standing on a Tube platform, I saw a KFC advert looking back at me. I love KFC. I should be glad to see an advert for KFC. Instead, I was horrified by the poster. “Succumb to the bread crumb,” it declared. I stared at it for a while. “Succumb to the bread crumb”? How could you work on that ad campaign and choose that phrase, knowing that the infinitely better “Succumb to the crumb” was not just staring you in the face but clawing at your hair and screaming into your ears?

It’s hard to escape the niggling feeling that advert copywriting is getting worse. No doubt you have your own personal crusade: maybe it’s adjectives being used as nouns – the trend that had Lexus saying “experience amazing”, or trainer company Saucony declaring, “find your strong”; perhaps it’s the fashion for “I am”, which led brands like Mercedes to launch slogans like “I am Mercedes”.

There are plenty to choose from. As brands shriek at you over the noise and AI threatens to take over writing of all kinds, is the art of great copywriting at risk of extinction? Are we struggling to find amazing?

Desperate to discover how a company could plump for “succumb to the bread crumb”, I went straight to the source. “We reached ‘succumb to the breadcrumb’ after a process of creative exploration, and it was one of 400 potential lines we considered for the campaign,” says Monica Sillic, KFC’s chief marketing officer. “We knew we wanted the copy to be punchy, playful and nod to the highly stylised world we’ve depicted in our recent creative. ‘Succumb to the breadcrumb’ stood out to us because it felt memorable and relevant to our breadcrumbed chicken, which is freshly prepared by our restaurant teams every day.”