Anybody wanna break this one down?

Post Photo
likefunny
Posting as :
works at
You are currently posting as works at
Highlighted IconHIGHLIGHTED

So my theory is that there was no copywriter involved on this ooh.
The Planner wrote this beautiful insight: “the trips worth making are measured by the things you can’t mesure”
The Art director placed it, whined that it was too long, and cut the last word to make it an even three lines. White type on a 95% black background, all caps, yeah, that’s the good stuff he thought while vaping.
The Creative director sent “k” from his iPhone 13 pro.
The proofreader said she didn’t like the line but that it was grammatically correct.
The account executive didn’t open the copydeck, or production files at any time, and just forwarded everything to the client and the media.
So yeah, as always, AD’s fault.

likefunnysmart

Y’all are savages 😂😂😂😂

like

If they just wanted to shorten it:
The trips worth taking are measured by the immeasurable.

If they wanted it to be easily understood from a highway:
The trips worth taking are measured in memories, not miles.

Or even just:
Measure by memories, not miles.

likesmarthelpful

@CW7 But they want you to have happy memories en route. Perhaps a bit of a stretch given how limited leg room is, but that’s the whole purpose or what we do: Put a shiny bow on the general offering. Make it look nice.

Recent IconRecent

Charge your phone

funnylikehelpful

HAHHAHA I am dying laughing because that is the first thing I noticed too! I don't know why but I always notice when people's phones are about to die.

This is fixed by changing “you can’t” to “that can’t be.”
Boom. ACD’d.

likefunny

You made it longer

funnylike

ACD1 I’ll let you do a mic drop if you promise to never use ACD as a verb again

funnylike

There are some things money can’t buy, for everything else there’s Delta Skymiles MasterCard.

likesmart

"The trips worth taking only become great trips because of things that happen during them which cannot be measured by any traditional means."

Except shorter.

funnylikehelpful

I mean, no. But it's a well known sentiment.

funny

How many copywriters does it take to measure what you can’t make?

funnylike

I understand what they’re saying and it’s a dumb thought as well

like

Love the the image of a girl ice skating with a tech bro’s severed head.

likefunny

Lol. I still don’t get it.

likefunny

“Measure a trip by the things you can’t.”

It’s not great, but if that’s the sentiment they want it at least removes the passive voice and shortens the message. Maybe reduces the risk of someone driving off the highway trying to process the billboard.

like

Maybe the point is that you'll keep thinking about it throughout the day — and what the sign meant, so in the back of your mind you're thinking about Delta airlines?

I feel like I could brute-force my understanding of this if I thought about it for 30 seconds...but I also feel like it's meaningless without underlying brilliance and that just happens sometimes.

Edit: OK so "you can't" is referring to "measured," but the line fails to be intuitive because measured is past tense, so it's hard to connect the dots with "you can't measured," so it ends with "you can't" and we're all like "you can't WHAT??"

likefunny

I honestly don't think I get it. The more I look at it, the more it makes 0 sense to me. Am I stupid? LOL

like

I still don't get it you guys...

funny

The trips most worth taking are priceless. Delta x MasterCard collab

like

Perfect example of something that can be super insightful and the line is still clunky. I actually don’t blame the writer—to get the tension right, there’s no other option but this set up. They went for it, and I respect that despite wanting less M alliteration.

like

I think that works better somewhere with foot traffic, not on a major highway though.

Measuring is for no0bs

funny

How'd that strategy thought-starter get up there?

like

I wrote a headline like this today and decided grammatically it was weird. It works, but its weird

If you unintentionally create an opportunity for a “that’s what she said” joke…you should revise your copy.

Also, out of looking at too many memes I read this at first as: “the are the trips measured things worth by you making can’t.” Thankfully the alignment of the copy makes reading it like that feel unnatural.

Related Posts

Any ladies out there try the personalized shampoo and conditioner? Curious if it’s worth it and what your results have been...

helpful

Hello Andersen Tax peeps. Any plans to open a Denver office soon?

like

I would be joining Amex in few days . Just concerned for one thing. Does Amex has job security ? I got to know that they did some firing during covid period ?

What are the employee benefits provided by UBS Krakow, poland?

like

Boyd or KJ Osborne? Higgins is my normal starter and he’s not looking good for this week.

like

PCOS with an ovulation and just got a positive pregnancy test after second round of letrozole! Now can’t stop being paranoid about miscarriage and what’s going to happen between now and first doctor appointment at week 8. How do I calm myself and stop worrying about things 😂😂? I read women with PCOS have higher risk of miscarriage. Is that true?

like

Hi guys, should I buy lumpsump for coffee can investing or do SIP ? And one more question if you guys can help . At what point let say I hold a coffee can stock when should I exit. I am planning to hold for 10 years but how do I know that this stock is not relevant now or some red flag I should exit .

like

Recruiters, My portfolio is finally getting there. Still some work to be done, but in the meantime I’d love some feedback. I really want to appeal to branding firms and startups. Please comment below and I’ll dm you a link. Thanks in advance.

like

Muslim Asians! I am asking my partners family for their blessing on the 9th.
I know this would normally involve a family tea but my family doesn't live here. What can I take to say, I'm here for your daughter and Ive brought things saying I'm appreciative of your culture. I'm UK based

like

Hey guys.. people working in Walmart provide me with some insights please! Thanks in advance

1. In general do we get the 100% variable amount or it comes bit less yearly ?

2. What is the average annual hike ?

3. How is work life balance in SamsClub team of @Walmart ? Does it has shift work timing for software developers ?

like

Any Antitrust Associates looking for a step up in pay/opportunities/brand? Market is insane for Antitrust M+A/merger review. I am working with multiple elite firms on filling positions. DM me.

like

Anyone need a job in Denver

like

Have you ever felt everything is falling apart even through everything is great on power?

like

The pragmatic programmer is fucking long!
It's certainly useful in a lot of ways though. But damn is it long.

like

Can't believe this exists. Dope. How long have you been trading for?

I head editorial at A digital agency and I’m always looking to connect with hardworking and knowledgeable assistant editors. If you are interested in chatting please DM me.

like

Heard the heart beats for the first time today, so endearing. Now worried about direction of sleep, is there a certain side that I should versus shouldn’t sleep on?

like

Diversity is just a gimmick and mostly on papers, I found females are not respected in corporates and are been opressed. Has anyone faced the same

like

What are your favorite news sites?

like

Additional Posts in Copywriters

Going through pre-pro, wardrobe, tech scouts, castings, etc. this week and really in awe of the fact that a script I helped shape is being executed by some really talented people. It's too much power.

likeuplifting

What are some tips for creatives filing tax returns?

I'm so stressed and nearing my limit 😪. My design partner for several years now, loves to pretend she's the CD and markup my work. Historically I've let it slide because she has good suggestions. But lately she outright changes my copy and tells me later. I'm easygoing and they're good suggestions so I try to ignore but its getting worse and borderline disrespectful. We work exclusively together so if I rock the boat its going to get even more uncomfortable. What would you do?

like

Any good job boards besides LinkedIn for creative staffing? I’m on working not working but that doesn’t seem super busy.

Wondering if there’s any industry or city specific stuff out there?

like

Anyone here ever written a white paper? How common is it in our industry?

like

I am applying to more positions through staffing agencies as one way to get a writing job. When they tell me the hourly rate and I suggest a few dollars higher per hour, they'll say, "Just so you know, the competition is priced lower than you."

Is this to scare me into submission to charge less so that they can profit more? Or is an employer really not going to pick me because I am priced 1-$2 more per hour than someone else? Wdyt?

like

Where’s the best place to pick up freelance work as a side hustle?

likehelpful

I’m over using the word “vanilla” to describe meh work. Vanilla is a completely acceptable flavor. Majestic in a minimalist way. Instead of vanilla let’s say Stranger Thingsy. It’s not THAT good.

likefunnyuplifting

Mid- level writer worried I can’t make enough money in this industry. What are successful pivots people have made? Tech?

like

What are questions I should be prepared to answer in an in interview for an Associate Copywriter role? I used to be in project management, so the questions were different...

I’m an associate copywriter at a digital marketing agency! My only client is Instagram which is SO cool. A goal of mine is to work in-house at IG. Is it common for clients to bring creatives in-house from agencies they work closely with?

like

Getting my first TV spot/campaign produced. What does it mean for my career? Anything?

like

What are the Davey Awards? I got a mailer. Read about it a little and I get the jist—creative awards for small agencies—but would like to know everyone’s thoughts.

I spent the first few years out of school working in music before getting into advertising as an account person. Quickly realized it wasn’t for me. Busted my ass working with the creatives on the side until I was able to build a decent enough portfolio for an agency to take a chance on me as a full time CW. I think I’ll be a Senior CW soon, but it feels like most folks my age (30) have been in that role for a bit or already past it. Since I can’t turn back time, any tips for catching up?

like

Whenever I present to big groups, I almost always have an anxiety attack. It’s been like this for a year now and it’s gets better then goes back to being worse. Is my creative career doomed?

like

Currently at an agency I don’t like, but the work is fun (although uninspiring). Have an offer at a much better agency, but the work would be with a traditionally un-fun client. Do I make the jump?

If you’re full-time at an agency but looking for additional work as a freelancer, do you say you’re currently working at said agency during an interview for a possible freelance gig? I’ve had an instance where they said they can’t hire someone at another agency due to a conflict of interest. I love my current gig, so going freelance FT isn’t an option. What would you do in a situation like this? Is there a workaround, as it’s typically ghostwriting anyway with zero by-lines?

Any book or copywriting resources for an entry-level copywriter? Looking to try and learn more in my free time, whether that be through a course, website, book, etc.

like

My AD never brings ideas to the table. I’ve mentioned this already to higher ups. It’s beyond a lazy thing-he’s just not a conceptual thinker...

like

New to Fishbowl?

Download the Fishbowl app to
unlock all discussions on Fishbowl.
That was just a preview…
Sign Up to see all discussions
  • Discover what it’s like to work at companies from real professionals
  • Get candid advice from people in your field in a safe space
  • Chat and network with other professionals in your field
Sign up in seconds to unlock all discussions on Fishbowl.

Already a user?
Login here

Share

Embed this post

Copy and paste embed code on your site

Preview

Download the
Fishbowl app

See what’s happening in your industry
from the palm of your hand.

A phone with Fishbowl app

Send download link to your phone

OR

Scan your QR code to download
Fishbowl app on your mobile

By continuing you agree to Terms of Use and Privacy Policy.

Messaging rates may apply

Download app

Sign up for free to view this conversation on Fishbowl

By continuing you agree to Terms of Use and Privacy Policy

Already have an account? Log in

Sign up for free to continue using Fishbowl

By continuing you agree to Terms of Use(New) and Privacy Policy(New)
Messaging rates may apply

Already have an account? Log in

For account settings, visit Fishbowl on Desktop Browser or

General

Legal