A recent radio spot for Ford Taurus focuses on safety.
It says that just as you wear a bicycle helmet to ride your bike safely, you need a car built for safety — like Taurus — to drive safely.
In the spot, when a child wants to ride his bike sans helmet, the father tells him: “Put on that helmet or no video games!”
This spot was clearly not written by a parent.
Because a parent would know that the appropriate punishment for not wearing a helmet would be to take away the bicycle — not the XBox.
Consequences must be relevant to the behavior.
The Taurus spot rings false to me because of this error.
As a result, it distracted me from the sales message about cars, and caused the advertiser to lose some credibility in my eyes.
Am I the only one who has this reaction and too much of a nitpiker?
Or do you agree that any inaccuracies or inconsistencies in copy distract the prospect from the sales message and diminish the advertiser’s credibility?