Rivers Run Through It

Chicago Sun Times advertising writer, Lewis Lazare, likes him some Michigan.

“Pure Michigan” is a pure delight. We’re talking, of course, about the exquisite ongoing ad campaign developed by McCann Erickson/Detroit to promote tourism in Michigan.
What makes this “Pure Michigan” effort stand apart — way apart — is the stunning voice-over copy. Listening to the rhythmic waves of writing made us aware just how tin-eared so many so-called professional advertising creatives are nowadays. Most are so busy trying to be cute and, uh, funny that they have forgotten how powerful simple prose can be in the hands of someone who knows how to write with feeling and precision.

So-called? Either you work in the profession, or you don’t. Someone who cares deeply about words, might want to pay closer attention to his own.
Speaking of things to do in Michigan, here’s something that doesn’t appear in the campaign.



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.