Hasta La Creative!

It’s not every day we comes across an ad whose headline includes the word “lunker,” so we tip our cap to St. Louis-based agency Rodgers Townsend for using it here for Ardent fishing reels. Our desk edition of Webster’s defines lunker as “something large of its kind—used esp. of a game fish.” My computer’s spellcheck challenged the word, suggesting “lurker,” “lanker” and “linker” as more plausible alternatives. The Webster’s Online Dictionary site (which includes a “specialty definition” of the word as used in mining) yields the info-nugget that there are an estimated 21 online searches using “lunker” on an average day. We live in a world of wonders. (A Google search for the phrase “lunker butt” yielded zero hits, by the way.) Meanwhile, if the phrase “Kick lunker butt” doesn’t exactly sing, you must admit it’s distinctive. It almost has the ring of a license-plate motto, like New Hampshire’s “Live free or die.”

—Posted by Mark Dolliver