Holiday Inn is currently running an ad. It’s innocuous enough, and pretty much what you’d expect of a commercial from them. One line of the narration caught my ear though, and it’s making me look at advertising media with even more scrutiny then usual.
Did you catch it? At about 17 seconds in the narrator says “..we ended up bringing the world together”
I’m okay with the promise of clean comfortable rooms and a pool or fitness center. I’ll accept an ad agency making a typically sad breakfast buffet look like an elimination challenge on Top Chef Masters.
But bringing the world together? Seriously?
The most powerful, enigmatic people of modern history would have a tough time saying that they brought the world together.
Holiday Inn has a history of building hotels. They’ve long employed people to change sheets and hand out keys. For a fee, they supplied travellers with a place to stay when they were tired and still 150 miles outside of Cleveland. To take those accomplishments and say they brought the world together has to fall on the exaggeration/fabrication end of the spectrum.
The commercial itself doesn’t bother me nearly as much as the fact that I probably saw that it a dozen times before noticing that outrageous boast. I’m a fairly discriminating viewer of mediocre TV. Most people don’t watch it with my near-anal preoccupation to detail. That’s what scares me.
Holiday Inn is far from the only company making outlandish, yet impossible to disprove claims in their ads.
Subaru tells viewers that love is what makes a Subaru a Subaru. Love – the single most mercurial and precious of all human conditions; that which has inspired the greatest works of art and literature over the history of mankind. People have killed themselves and one another over love. Can anyone truly believe that love actually has anything to do with making a Subaru a Subaru?
I don’t have a Subaru. I do like my car very much, and the day it stops working well, I’ll hate it. I’m not without faults, but tossing my love around all willy nilly is not one of them. I reserve my that sweet gift for other human beings and McKenzie Brewing’s delicious Twisted Meniscus India Pale Ale.
People are being fed wildly presumptuous lies and they don’t even realize it. They pass the Holiday Inn on Route 206 and a warm feeling passes through them, because on a subconscious level, they believe they’re in the presence of a Nobel prize worthy entity. They’re not. They’re driving past a hotel. If by chance they’re in a Subaru the warm feeling they’re mistaking for love is likely just the heated driver’s seat.