I don’t understand what the copy writer was thinking.
I know what the art director was thinking: we have to get this over to the client by the end of the day or the production department will have my ass.
But the writer had, what, a couple other things written down in the five minutes he/she took to jot “Take your taste buds into overdrive.” …? Surely. Surely there was another option on the paper.
Forget whether this seems to conjure anything useful as a person walking past the poster—anything I might be moved to believe about the Bacon & Blue Cheese Burger-something-something.
Take my taste buds into overdrive…
“I’d like to see another option.”
As a client you have a right to ask that. We always encourage our clients not to solve the problem for us—not to offer a prescriptive solution—but to describe for us what is bothering them about the piece we’re showing them, so we can take on the responsibility to stay on message, on brand and culturally relevant, while responding to the criticism. In this case, you might say, “I’m afraid I don’t see how afeature on a car that I highly doubt most people could describe accurately is a good analogy for our new burger.”
That’s my opinion.