People Don’t Talk Like That

Stiff formality: Another press release no-no.

“We’re delighted to be expanding our presence at Sundance, as we know that the Stella Artois drinker is one who appreciates creative risk-taking, diversity, and aesthetic innovation characteristic of the films debuted at the Festival,” said Victor Melendez, director of marketing of European Brands, InBev USA.

About David Burn

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. I wonder if he is related to the client I had a few years ago that rejected a half-dozen taglines from us becuase he preferred “specializing in diversification.”
    And yes, it was dotcom startup (now defunct).

  2. “Speaking in key messages and talking points is tanamount to the success of any spokesperson,” said Ryan Anderson, commenting on a blog.