November 03, 2009

no one suggested twenty-ought-ten?

Big news in the Times today about how car companies are choosing to pronounce “2010” in ads for new models. (Shortcut: they’re going for “two thousand ten” over “twenty ten”.) Here’s Jon Pearce, group creative director at Team One, the agency for Lexus:

“Twenty ten feels a little slick, a little self-consciously futuristic. … There’s nothing worse than trying to position – or reposition, for that matter – yourself with forced lingo.”

Because car companies have never used slick, self-consciously futuristic or forced lingo before. So why start now.