Funny thing about advertising claims: make the Big Lie big enough, and it escapes legal repercussions. Show a possibly dated claim that your premium vodka is preferred to another premium vodka, and lawyers hop off their bar stools and drag it to court. But tell Los Angeles radio audiences every morning that getting a home loan from Lenox Financial is “the biggest no-brainer in the history of mankind,” and you defeat all competitive arguments. What would be the counterargument? That something else is indisputably the biggest no-brainer in the history of mankind? Could this be the most preposterous claim in the history of advertising?
—Posted by Gregory Solman