Just Asking

McDonald’s ‘I’m lovin’ it.’ Especially with the n’. The main problem is that anyone can say it. Gap, I’m lovin’ it. Goodyear, I’m lovin’ it. Summer’s Eve, I’m lovin’ it. We’re not lovin’ it. —Lee Seidenberg, associate creative director, Cliff Freeman and Partners

It’s probably about time for Nike to retire “Just do it.” They should have done it by now and adapt it to “Just did it.” But the top slogan that gets the least amount of love in our office is McDonald’s “I’m lovin’ it.” Good fries, though. —I actually like all three of these lines, but two of them need to die now: 1. “Like nothing else.” [Hummer] 2. “Unlike any other.” [Mercedes] 3. “Like no other.” [Sony Electronics Global] It’s easy for me. “What can Brown do for you?” First of all, their name is not Brown, and it’s not like the color does anything for you. Secondly, it reminds me of merde. I think the New York Times’ “All the news that’s fit to print” is stale. It’s been a brilliant tagline, but it’s 2006, and it should better reflect their media offerings beyond print.—Is Newport [Cigarettes] still using “Alive with pleasure”? Somehow, it makes me feel dirty. “Have it your way.” It’s been out there for a million years. —