
As I was driving to work this morning I had a frightening experience involving a left turn and a reckless radio advert.
Midway through the turn, which was at a very busy intersection replete with jaywalking rail patrons, I heard sirens.
I immediately panicked, accelerated, and widened the arc of my turn so that I would end up near the curb of the street I was turning onto.
Because of the new radius, I came dangerously close to the swelling crowd waiting to cross the street.
Before I could come to a stop, I realized that the siren was not coming from an emergency vehicle, but from a Jack-in-the-Box ciabatta commercial on the radio.
Forgive me if the relationship between a lame burger and an emergency vehicle doesn’t come quickly to me.
In an age of prohibitive cell-phone legislation and strict FCC supervision, how is it that a reckless and thoughtless attention getter like this could make it onto the air?
More than reckless, this type of advertising is also ineffective.
We have been programmed to pull over when we hear a siren, not open our pocket books.
Imagine a teacher shouting “Fire!” to get the attention of his/her inattentive fourth grade class, or a pastor yelling “Look, the antichrist!” to end the meet-and-greet time.
Such exclamations do not elicit the desired response.
Instead of pulling into the nearest Jack drive-thru, I published these angry words for all to read.
Not the desired response.
If we want your product we will incline our ear at your description of it.
A well placed siren will not change this fact.
As an enraged consumer who was nearly pushed into a crowd of people by the greasy hand of a fast-food juggernaut,
I am now protesting the purchase and consumption of this glorified sandwich!