Lufthansa Is the Best Because They Said So
We were graced with a gorgeous, sunny, warm day yesterday. Thank you. Now I hear snow is coming. F-you.
I’m in a cantankerous, restless mood today. Not in a bad one, just anxious to make things happen. It all started when I glanced up from my resin-coated naugahyde commuter seat at a terrible Lufthansa ad.
It’s unimagineably bad work.
This airline spends who-knows-how-much buying space to display a message for the public—but they invest nothing in what they say. Too many companies make this mistake—polluting the media with braggadocious meaninglessness.
Advertising is an opportunity to be special. To wake people up. To raise consciousness. To contribute to the world. To offer a new perspective.
But how can that be done in one ad? It can. It has.
Volkswagen, Absolut, Apple, Nike, even freakin milk farmers have done it. You’ve seen em all. You were charmed, delighted, inspired by em—as was the world.
Let me describe for you every crappy Lufthansa ad ever made in 8 words: Photo of contented passenger paired with meaningless headline.
The one I’m reading says “Comfort that carries you to faraway places. All for this one moment.” Let’s take the first half of the headline. Do you believe that the airline is comfortable just because they say the are?
My skepticism kicks right in and I actually believe it less, just because they are saying it. It’s like someone bragging that they’re a tough guy. I’d much rather fight with a self-proclaimed “tough guy,” than one who doesn’t have to say a word.
“All for this one moment.” It’s so dumb, I don’t even know what to say. What is “all” referring to? All what? What “moment?” All I ask is for an ad to tell me something. Anything. This work pure unsubstantiated emptiness. Everything’s signed by the boring, bloated, egotistical tagline, “There’s no better way to fly.”
I’m amazed at how people forgive advertisers like this.
Please rip these ads down when you see them.
Now I’m all fired up.
I’m in a cantankerous, restless mood today. Not in a bad one, just anxious to make things happen. It all started when I glanced up from my resin-coated naugahyde commuter seat at a terrible Lufthansa ad.
It’s unimagineably bad work.
This airline spends who-knows-how-much buying space to display a message for the public—but they invest nothing in what they say. Too many companies make this mistake—polluting the media with braggadocious meaninglessness.
Advertising is an opportunity to be special. To wake people up. To raise consciousness. To contribute to the world. To offer a new perspective.
But how can that be done in one ad? It can. It has.
Volkswagen, Absolut, Apple, Nike, even freakin milk farmers have done it. You’ve seen em all. You were charmed, delighted, inspired by em—as was the world.
Let me describe for you every crappy Lufthansa ad ever made in 8 words: Photo of contented passenger paired with meaningless headline.
The one I’m reading says “Comfort that carries you to faraway places. All for this one moment.” Let’s take the first half of the headline. Do you believe that the airline is comfortable just because they say the are?
My skepticism kicks right in and I actually believe it less, just because they are saying it. It’s like someone bragging that they’re a tough guy. I’d much rather fight with a self-proclaimed “tough guy,” than one who doesn’t have to say a word.
“All for this one moment.” It’s so dumb, I don’t even know what to say. What is “all” referring to? All what? What “moment?” All I ask is for an ad to tell me something. Anything. This work pure unsubstantiated emptiness. Everything’s signed by the boring, bloated, egotistical tagline, “There’s no better way to fly.”
I’m amazed at how people forgive advertisers like this.
Please rip these ads down when you see them.
Now I’m all fired up.
posted by Greg Monaco at 12:16 PM
1 Comments:
Hmm. I've seen those ads all over the Metro and I kind of like them - I kind of wish I could be snoozing in a comfy Lufthansa seat than on the subway.
Granted, I've never actually flown them. I was on their website the other day looking at a sale my coworker forwarded me, but that is the most experience I've had with them. Hopefully you can overcome your rage!!
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