The Trouble With Y!ou


Hey there! You, with the oddly placed exclamation point! Yeah, y!ou! As in, "It's y!ou," the new tagline for Yahoo's $100 million global ad campaign, which breaks today in the U.S.

At the very least, the exclamation point after the "Y" is an annoying distraction. Are you supposed to click your tongue or something while saying it? Or is it some sort of Norwegian/Icelandic term for "He who was born in a fjord and now works a keyboard?"

If the creators wanted to convey a modern day, tech-y and text-y kind of word, wouldn't it be "U!"? Then again, Reebok already let "UBU" (back in the '80s) and Yahoo is all about the "Y," but, saying so would copy, which is all about the "O." But at least it wouldn't require any special fiddling with the shift keys.

Sorry about the snark, but such an aggressively forced device implanted in such a basic word rubs me the wrong way. It's too cutesy. In fact, I can't see that exclamation point hanging around for long. "It's y!ou" all but begs for a response like, "You talking to m?e?" Or, taking a page from the Saturday Night Live skit, a sarcastic "Really!?!"

The truth is, punctuational desperation is unnecessary. My view is Yahoo is still a strong, likeable company boasting a fantastic name, more than 500 million visitors a month and a history of cool advertising. (Although, it could be all the purple, light-up Yahoo-tinis I've drunk at industry events talking.)

I realize the company's stock price has been in free fall and there's been turmoil in the last year: changes in the executive ranks, competition with Google and the Microsoft deal morphing from a buyout to a search partnership with Bing. But what CEO Carol Bartz said at a recent press conference -- "When you get out of New York City and Silicon Valley, everybody loves Yahoo" -- sounded like part of the problem. The campaign comes off as defensive. It also seems generic and amateurish. (Sources say the work is a "collaboration" between Landor & Associates and Ogilvy & Mather Worldwide. We'll leave it at that.)
Of course, so far I've only seen an online video and some print. My hope is the TV will deliver some of the newness and excitement completely missing here.

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