As a chef, we don’t need grammar
[Thomas Keller for the American Express Membership Effect]
The first line of this commercial bugs me so much, I can hardly even hear the rest of it.
“As a chef, we are always committed to our suppliers.”
I hate this awkward linguistic construction anyways — why not say “Chefs are committed to their suppliers”? Much more concise.
But if you’re going to use it, at least get the grammar right. “As a chef” = singular. “We are” = plural. Do all professional cooks, collectively, form one single chef?! It should be, “As chefs, we are always committed to our suppliers.”
I know this is beside the point of the ad, but if you’re going to spend hundreds of thousands or millions of dollars on creating and dispersing a commercial, then surely you can spend $10 to hire a professional editor to check the three lines of text! Come on!
The rest of the commercial (once I forced myself to watch it) is lackluster. The script continues: “You know, those farmers, those forgers, those fishermen… For me, it’s really about building this extraordinary community. American Express is passionate about the same thing.”
Kinda lacks the ring of truth. Amex is passionate about making money by getting people to spend money, mostly, and they probably don’t give a specific darn about fishermen communities. If McDonalds wants to use Amex, pretty sure Amex would be thrilled.
Avoidance of obvious mistakes: 1/5
Not too annoying, even after the 17th time: 4/5
(There’s nothing specifically grating — no stupid jokes, loud noises, irritating voices, kitchy music, etc. It’s just a soothing voice and soft music, so after you get past the grammar goof, you can ignore the commercial pretty easily.)
Overall: 2/5, Crappy Commercial