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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.
Y’all are savages 😂😂😂😂
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.
@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.
Charge your phone
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.
You made it longer
ACD1 I’ll let you do a mic drop if you promise to never use ACD as a verb again
There are some things money can’t buy, for everything else there’s Delta Skymiles MasterCard.
Mentor
"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.
Mentor
I mean, no. But it's a well known sentiment.
How many copywriters does it take to measure what you can’t make?
I understand what they’re saying and it’s a dumb thought as well
Love the the image of a girl ice skating with a tech bro’s severed head.
Lol. I still don’t get it.
“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.
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??"
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
I still don't get it you guys...
The trips most worth taking are priceless. Delta x MasterCard collab
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.
I think that works better somewhere with foot traffic, not on a major highway though.
Measuring is for no0bs
How'd that strategy thought-starter get up there?
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.