I saw a full-page ad in the Wall Street Journal this morning that caught my eye. It read: "Ohio--The State of Perfect Balance," which is a multiple double-entendre, I think. It featured Kate Bailey, who apparently is a vice president at DSW in Ohio, and, according to the ad, "matches a stylish career with a rich family life." As opposed to a "rich career with a stylish family life," which I think would have broader appeal.
I'm not sure what I'm supposed to take away from the ad. Maybe that nobody works very hard in Ohio, so you'll fit right in? And how about the slogan claiming "Perfect Balance"? What is this, The Ballerina State? Anyway, it got me to thinking, and I came up with a few alternates they might want to consider:
Ohio: Move here if you don't want to work much.
Ohio: Bring us your hungry, your poor, and especially your Imbalanced.
Ohio: Find Perfect Balance working from home and make big $$$! (They can post this to telephone poles, saving media costs.)
Ohio: We're not very good at anything, but we are Perfectly Balanced.
Ohio: The State of Bad Marketing
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