Over the weekend I read the most head-scratching headline I’ve ever encountered:
In the words of Inigo Montoya, “You keep using that word. I do not think it means what you think it means.”
“Smite” of course has the Biblical/archaic usage of “defeat or conquer,” but according to the dictionary it also means “to strike with a firm blow.” But does that meaning make this headline make any more sense? NO.
I mean…how does this get approved and go into national circulation in the Sunday ads? I’d love to have heard the copywriter explain this.
What the hell?
Huh?! They want us to strike the Velveeta with a firm blow? But isn’t the whole point of Velveeta that it is so soft and smooth?
This agency obviously has no editor or proofreader on staff.