According to a wonderful word-nerd site called the Global Language Monitor, there are 999,353 words in the English language. This sheer head-spinning volume all but guarantees I’ll never finish the New York Times Sunday Crossword, though it’s my ignorance of the Hebrew months that usually trips me up there. This volume of available words also eliminates any excuse for lame copywriting. With all those adjectives and adverbs, product descriptions should far exceed the shame of tripe like “wholesome goodness,” “family fun.” and “great values.”
Granted, we toil in a largely parity world, and so the vast majority of our work demands we enhance the mundane or magnify the mediocre. It can be a challenge to elevate this type of writing so too often, lesser talents roll over in the product section, regurgitating the pre-approved, sanitized-for-no-one’s-engagement laundry list of attributes directly from the brief.
But every now and then, some brilliant creative escapes the constraints of these assignments and creates work that soars–even in the traditional wasteland of the product section. And that merits celebration.
Which is why a few months back, I forwarded this link to the Element 79 creative department. This is comedian Patton Oswalt’s review of the KFC “Famous Bowl” and while his words decidedly don’t sell the product, his description speaks vividly to the palate and memorably to the imagination–most notably when he summarizes this ill-considered but mystifyingly popular caloric nightmare as “a failure pile in a sadness bowl.” Choirs of writing angels should herald that phrase alone, and yet Patton goes on to spin a total of 1,121 words into a yarn that simultaneously informs and repels anyone with even trifling respect for their arterial health.