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Best and worst copywriting of 2012

Happy New Year! Here’s my opinionated look at the best and worst of copywriting in 2012.

Best billboard:



Best viral whatever:

“Dumb Ways To Die.”

Worst viral whatever:

Aston Kutcher for Popchips.

Worst abuse of language:

Twitter, for the sentence: “[Name] favorited your Tweet.”

Worst abuse of language (runner up):

The Weather Channel naming winter storms. We just got a dusting of snow from something called “Euclid.”

Most useful new word:

Doxing. Per Urban Dictionary: “Doxing is a technique of tracing someone or gathering information about an individual using sources on the internet.”

Word most in danger of being exhausted by marketers:


Best song lyrics:

“Do It Anyway” by Ben Folds Five
“Some Nights” by Fun.
“California” by Delta Spirit
“The Motto” by Lil Wayne and Drake
“Fall of ’82” by The Shins
“Red Solo Cup” by Toby Keith (for rhyming “festivals” with “testicles”)

Worst song lyrics:

“Whistle” by Flo Rida
“Diamonds” by Rihanna
“Somethin’ ‘Bout A Truck” by Kip Moore
“We are Never Ever Getting Back Together” by Taylor Swift
“Red Solo Cup” by Toby Keith (for every other reason)

Most helpful new technology:

The new Google Maps iPhone app.

Scariest new technology


Most irritating user interface changes

Google Drive (a.k.a. Google Docs) for things like:


Coolest magazine to be seen reading in public:

Bloomberg Businessweek


Lamest magazine to be seen reading in public:



Best rebranding:

The Lincoln Motor Company


Worst rebranding:



Best political speech:

President Obama addressing the nation after the school shooting in Newtown, Connecticut.

Worst political speech:

Clint Eastwood addressing an empty chair at the Republican National Convention.

Best campaign ad:

Barack Obama’s “Big Bird.”

Worst political ad:

Michigan Senate candidate Pete Hoekstra’s “Debbie Spend It Now.”

Best beer commercial:

Carlton Draft, “Beer Chase.”

Best use of cats in advertising:

Folksam – Parachuting Cats

Most annoying TV commercial:

Jerry Stiller for Capital One.

Best TV commercial you actually saw on TV:

GE’s “Robots On The Move.

— By Daryl Lang. Filed under Advertising, Copywriting, Language, Lyrics

One comment

  1. Love your blog btw.

    And you read my mind with the statement about twitter. If I could have “favorited” that, I would’ve.

    I wrote this comedic copywriting site http://www.dearestcopywriters.com. I thought I’d share in hopes it would bring you a few laughs.

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