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Random Rewrite #4: Chick-Fil-A

So close, yet so far away. I love the concept behind Chick-Fil-A's current marketing campaign, but I'm afraid it's a classic case of "doing the overdo."

The idea that Chick-Fil-A should launch a campaign that gives voice to cows who are sneakily trying to get America to eat more chicken is clever and entertaining enough. But something about its execution has always bugged me, and I finally figured out what it is. The sign should read:

"Eat More Chicken."

There's simply no reason to go the extra mile and misspell "more" ("mor") and "chicken" ("chikin"). It might've sounded funny in the meetings to assume that cows can't spell. The problem is, the misspelling is jarring to the audience. You're so focused on the misspelling that you lose the broader concept. And by the time the ad is over, the average viewer is going, "Huh?"

(And the font is a bit creepy.)