Monday, June 11, 2012

Doublespeak lives

Auto mechanics are sleazy opportunists who will use every trick in the book to get you to agree to unnecessary repairs. How do I know this? That's what Jiffy Lube says in this ad.

But then I read in the New York Times that Stu Crum, Jiffy Lube's president said, "I’m not suggesting that our industry can’t be trusted, but we want to put the consumer at ease"

I'm confused. One element of your brand's communication disparages your competition while another seems to suggest the opposite.

Or does he?

After all, why would they need to put the consumer at ease if mechanics weren't sleazy opportunists?

George Orwell would be so proud.

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