The Power of the Unexpected

The unexpected can capture attention and arouse curiosity.

Here is one of my favorite recent examples:

It got me thinking of how well the embodiment of slow (turtle) has been presented in a surprising manner (fast) to capture your attention, your curiosity, and your imagination.

Like Gary the Turtle, spokesreptile for Homebase:

This animated turtle (for HCG Diet Universe) certainly grabs you by the eyeballs:

Of course, turtles don't have to be fast to grab our attention, like Sheldon, the grumpy turtle who doesn't approve of the "new" pistachio product/campaign:

Geico has gone there, too:

Comcast used the Slowskys to highlight their fast internet speed with the unexpected twist of presenting a couple who prefers slow speed internet:

Aardman and Greenpeace dropped the comedy aspect when they teamed up to personify turtles in an animated film about the plight of the world’s oceans.

Sorta strayed off theme and focused on turtles, but it doesn't change the primary message: 

Wanna get attention for your product/service? Consider employing the power of the unexpected.

Oxford Comma Defenders Rejoice

Want to defend your use of the Oxford comma?

How ‘bout the fact it could save you millions of dollars?

In 2018, an absent Oxford comma cost a Maine dairy company $5,000,000.

Oakhurst Dairy drivers sued the company, focusing on the lack of a comma after the word "shipment" in the following sentence from Maine's overtime law:

The canning, processing, preserving, freezing, drying, marketing, storing, packing for shipment or distribution of:

(1) Agricultural produce;

(2) Meat and fish products; and

(3) Perishable foods.

The judge reasoned that the law's punctuation made it unclear if "packing for shipping or distribution" is one activity or if "packing for shipping" is separate from "distribution."

The drivers sued for $10-million; the dairy and the drivers settled for $5-million.

The Oxford (or serial) comma is the final comma in a list of 3 or more things. 

For example:

I love my parents, Spiderman, and Wonder Woman.

If you had not included the Oxford comma, the sentence could be interpreted as stating that you love your parents, and your parents are Spiderman and Wonder Woman:

I love my parents, Spiderman and Wonder Woman.

If you are an Oxford comma believer and are writing for a client who is not, consider rewriting the sentence:

I love Spiderman, Wonder Woman and my parents.

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The full story: Think commas don't matter? Omitting one cost a Maine dairy company $5 million.

I'm Not Old. I'm Vintage.

This product hits me where I live.

It's a leather iPad case that looks like a vintage book.

Even the zipper tabs look like an old-fashioned bookmark.

I like the juxtaposition of old and new.

It sorta reminds me of me.

My exterior is well worn. Vintage, if you will. 

But, I didn't stop learning and growing when I hit the ripe, old age of 40 when many in marketing and advertising are put out to pasture.

So my interior is loaded with all the modern technology. And it's been polished to a rich finish by years of experience. 

This case is called the BookBook and you can get it from TwelveSouth for $69.99.

I'm not affiliated with the company or the product. I just liked it, appreciated it, and wanted to share.

It Wasn't Pretty

"It wasn't pretty, but we pulled it off."

Too many years ago, in a hotel lobby bar, one of my early mentors Tom Dombroski said that to me loudly as he drained his 4th shot of Stolichnaya.

It was the end of our third day with almost no sleep. Earlier, we had delivered a sales record breaking promotion for a new client who ended the day saying, "Nice job, boys. Come in tomorrow and we'll talk about you handling all our business."

And Tom was right. It wasn't pretty. But we somehow pulled it off. And the client only saw the pretty stuff.