Mythbuster: Crimes of passion

Les Binet and Sarah Carter
DDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that it's good to be passionate about brands

There is a brand that we use frequently. It's a great product, with a history of great advertising, and we much prefer it to any of its rivals.

Only the other day, one of us jogged half-a-mile through rain and darkness to the nearest stockist, just so that we wouldn't be without the next day. But there's just one thing about it that annoys us. On the side of the pack is a little paragraph headed "Made with Passion…"

Grrr… Why do they have to go and spoil it all with the 'passion' word – one of the most overused words in the whole business lexicon?

But it's not just trite – it's inappropriate. We are so used to hearing businessmen (and it usually is men) waffling on about how passionate they are about this that or the other that we seem to have forgotten what the word means.