Hasta La Creative!

Bob Garfield, noted media writer (AdAge) and radio commentator (NPR), can nitpick with the best of ’em. I’d hate to be his tailor, or inker, or child, since the guy seems to have it out for pretty much everyone.

And though his opining is usually worth a read, we have to say that his latest piece on the new United work is…misguided.

Garfield sums up his thought on why the “Time to Fly” campaign (in his mind) doesn’t work.

“At certain moments, advertising &#151 no matter how cunningly crafted &#151 is incapable of sending its intended message. At certain moments, it is capable only of triggering associations with the larger story in the public mind. That’s one reason you haven’t seen a lot of bank commercials lately offering fast, convenient refinancing. It’s why John McCain will come nowhere near his Republican colleague Alaska Sen. Ted Stevens in the next three months. It’s why Barry Bonds‘ endorsement career has dried up.”

More on why his notions are wrong, after the jump.

continued…

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