Details man, details

What's wrong with the copy in this commercial?



Here's a hint.

Columbus did not wake up one day and say, "I'm tired of watching my friends fall off the edge of this flat earth. I shall transform it into an orb!"

Hey guys, here's a news flash: The earth has always been round.

I know that copywriters take creative license in commercials. I've been guilty of that a few times myself. But starting the spot with such an absurd choice of words made it impossible for me to listen to the rest of the copy. I have no idea what was being said about Infiniti and its cars because I was too busy trying to figure out why no other copywriter, no copy supervisor, no creative director, no account executive, no one at the client corrected this phrase.

Maybe it's just me. Maybe I'm being too picky. Maybe it's asking too much for a great agency like TBWA\Chiat\Day to produce work that is both poetic and accurate. It wouldn't have been hard...

"If no one ever challenged the status quo, people might still believe the earth is flat..."

Now, get the announcer back in the studio and fix it.

Thank you.