Ivan Levison Did

By Ivan Levison Did you see a recent TV commercial for Sizzler? The chef stands behind some great-looking steaks and tells us that they're all "grilled to perfection." In my opinion, the advertising copywriter who wrote that spot stopped thinking and went on autopilot. You see, "grilled to perfection" is a cliché we've heard a thousand times and it never should have found a way into the commercial. The copywriter was paid to come up with something fresh—not a banal retread. Or what about the other food-related cliché that's recycled in just about every other food ad: "It's a delicate blend of herbs

More Blogs