I just saw a Michelin commercial during the NBA Finals.
Here is the VO: "Few relationships in life are as important as the one between you and your Michelin tires."
Let's see, there's my wife. My daughters. My brother. My friends. My co-workers. My doormen. The guy at the fruit stand. The girl on the train who smiled at me. My cousins. My dog.
What happens inside your brain when you hear VO stupidity like that? Your brain says "Michelin are platitudinous liars." And the next time one of their commercials comes on or you see one of their ads, you will shut down. Because we shut down on liars.
