Taglines are nice, easy ways to sell your product. Properly handled, they say something complimentary about your product while hopefully being witty at the same time. On the other hand, a poor one can be a source of amusement.
We were driving back from Florida and I saw a restaurant I had never heard of. The name of the restaurant was Millhouse and their tagline was “not just a steakhouse”. My thought was of course “oh, they’re a steakhouse”. Sooo, not such a good tagline though it does convey that they are indeed a steakhouse.
We went cruising on the disappointing Norwegian line but, thanks to targeting, I saw ads for Carnival on the book of faces. “Not what you’d expect from cruise food” is their unfortunate tagline. As what one would hopefully expect from cruise food is really nice steaks and lobster, this is a rather scary tagline. This may be meant to challenge the current perception that cruise food has gone downhill (it has) but is more likely meant to combat the generally accepted maxim that Carnival has the worst cruise food (cheapest cruise = cheapest food?).
Bringing this back to my blog’s raison d’etre, one of my favorite movie taglines is from Double Impact. The movie is just a typical Jean Claude Van Damme vehicle but the plot involves Van Damme as twins separated as infants (a la the 1941 Douglas Fairbanks vehicle, The Corsican Brothers). The tagline is “Twice the Van Damage!”. I occasionally appropriate this line for other purposes.
Getting back to unfortunate taglines, my best friend Patrick (miss you, bud) and I were seeing some movie back in the late 80s when a preview for Next of Kin came on. It’s a story of a family of hillbillies coming to Chicago to take on the mob. In spite of a game cast (check out a pre-Taken Irish Liam Neeson as a hillbilly or Ben Stiller in a non-comedic role), it is as bad as that sounds. Near the end of the preview, star Patrick Swayze intones “You ain’t seen bad yet but it’s comin'”. Thanks for the summation.