Zeusblog

Back in May we highlighted National Doughnut Week. I love all these strange National Days or Weeks that PR people dream up to publicise some cause or another. So who could fail to be intrigued by National Love Your Gut Week? Sadly, it’s not a week aimed at making fat people feel better about themselves, nor is it intended to make women up and down the country feel better about their partner’s beer belly, it’s about promoting better digestive health.

Checking their website, I see that Gut Week is from 23rd – 29th August and that there’s a specific section that explains “How can you play your part in the major digestive event of the year” (there are others??) - I reckon the best thing I can do to play my part this week is to avoid baked beans, Jerusalem Artichokes and Vindaloos.

My wife just bought a new phone, and I found the endline on the packaging as surprising as her reason for needing a new phone (she dropped her old one in a bucket of water in case you were wondering!). She bought a nice little Sony Ericsson and as you can see in the picture, on the box it has the words “make. believe.”

As a copywriter, I find this puzzling. Of course, I can see what they were trying to do: make – Sony make things; believe – you can believe in Sony; and, giving them the benefit of the doubt, their products are so amazing that you’d almost think they were make believe.

However, all I see is make believe i.e. it’s not true, made up, load of old boll###s. Why didn’t anyone hold their hand up and say “that doesn’t quite work, let’s think of something else”?

Perhaps they thought “nobody will think that about Sony”. Well having read all their blurb about how green the phone is (with a magnifying glass – they’ve made the manual tiny to save paper), I do.