Diary: Would Aston Martin make such a stupid ad mistake?

After looking at the latest Ford work, created to support Casino Royale, the new James Bond film, we here at Diary HQ wonder if Ogilvy Advertising (as it is now known) has instigated a policy of hiring copy-wrong-ers instead of copyw-ri(gh)t-ers.

Anyone watching the ad with half a brain and a small knowledge of the basic principles of spelling and grammar does not need a pair of Bond-esque magno-specs to notice an unforgivable spelling mistake in the straplines.

Obviously the creative brains behind the "Licenced (sic) to drive" and "Licenced (sic) and Loaded" lines gave themselves a jolly good pat on the back for their clever use of the word, because it ties in directly with the secret agent and his "licensed to kill" code which allows him to bump off all manner of baddies, while on Her Majesty's Secret Service.

However, what they failed to realise was that because the word derives from the verb, the correct spelling is "licensed".

Now, whether this is pedantic or not, surely the number of highly paid eyes that looked at the work before it was approved - from the agency side through to the senior clients - would ensure that an error of this magnitude would be spotted.

When contacted, Ford spuriously claimed that the misspelling was done on purpose to match "with the way the Bond people spell it".


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