Hyperbole Alert

Oscar Meyer has a new tagline: It doesn’t get better than this.
Personally, I find it disturbing that a group of people at Kraft Foods and their new agency McGarryBowen would put that type of sentiment in an ad for processed meats.
If in fact the act of eating an Oscar Meyer hot dog with a lovely friend of the opposite sex was the ultimate experience in life, maybe people would be tempted run out and have that experience. But surely they’d become profoundly depressed with the idea that nothing would ever top it.
According to The New York Times, the line wasn’t written by some hapless copywriter. The line comes from a song (which supports the TV executions in this new $50 mil. campaign) written by Joy Williams, a Nashville-based songwriter who has written for the “American Idol” contestants Mandisa and David Archuleta.



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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.