Having been an award-winning copywriter for 40 years, I feel qualified to comment on today's commercials, most of which have no concept, no wit, no nothing. Here are my most offensive.
Anything from Liberty Mutual, who create the worst of the worst and then play them endlessly, Most offensive other than smelly and the emu is, "How many people did you tell?"
I have seen The First Response spot about 80 times, often three or four times in a row. There should be a law against running a commercial that often. Same is true of L'Oreal's mascara.
The 12-year-old boy racing the Dodge Hornet is plain irresponsible. (Just yesterday a boy of about the same age took his parents' car for a joy ride and killed two people.)
Any pharmaceutical, as who wants to hear all the ways the product can cripple or kill you, or worse make you kill yourself?
Most car commercials who try to flatter you into buying their product by telling you how adventurous you are when you're not.
All ambulance chaser spots who brag about how much money they squeezed out of companies on behalf of a greedy client without ever mentioning the large slice they keep.
The new trend for whole body deodorants in which an attractive women tells you how repulsive she actually is.
The good news:
The best commercial of the year remains the very touching "Thanks Dad." spot for Publix. Pity it's for a supermarket chain that supports anti-democracy politicians and is most noted for high prices and lowbrow music.
Another series of excellent commercials is for Freshpet. Love that these people value their dogs over their stupid friends.
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