Hasta La Creative!

Chicago Sun Times advertising writer, Lewis Lazare, likes him some Michigan.

“Pure Michigan” is a pure delight. We’re talking, of course, about the exquisite ongoing ad campaign developed by McCann Erickson/Detroit to promote tourism in Michigan.

What makes this “Pure Michigan” effort stand apart — way apart — is the stunning voice-over copy. Listening to the rhythmic waves of writing made us aware just how tin-eared so many so-called professional advertising creatives are nowadays. Most are so busy trying to be cute and, uh, funny that they have forgotten how powerful simple prose can be in the hands of someone who knows how to write with feeling and precision.

So-called? Either you work in the profession, or you don’t. Someone who cares deeply about words, might want to pay closer attention to his own.

Speaking of things to do in Michigan, here’s something that doesn’t appear in the campaign.