Don't underestimate your audience's intelligence
i'm equally passionate in my hatred for advertising that underestimates my intelligence, or, spoon feeds me the "joke" or "idea" as if i'm not smart enough to figure it out on my own.
i was in chicago last week and saw this sign in my hotel. now, without the emphasis, it's pretty darn punny for a hotel bar ad. not bad. but really, did they think i wouldn't get the joke? did they think i'd walk away saying, "morons spelled 'ails' wrong."??? come on.
listening to - Amy Winehouse, Back to Black