Corn Refiners Say, “Sugar Is Sugar.” What Do You Say?

One of the things I’ve learned while working in advertising is that the people who make the ads rarely, if ever, question the client’s message. It’s not viewed as our job to do so. Our job is to convey whatever message the client wants to send.
This ugly truth about the business has driven more than one ad man to higher ground. Recently, it drove one of the very best to leave the business.
But there are always others ready to take the client at its word.
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Take Corn Refiners Association, they’re running two (non-embeddable) spots on TV right now, that argue “sugar is sugar.”
But sugar isn’t sugar. If it was, high fructose corn syrup–now known as corn sugar thanks to a repositioning–would be legal in Canada and Europe.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. After working for seven agencies in five states and freelancing for several more, I ventured out on my own in 2009. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing effective integrated marketing solutions to mid-market clients.