You Can SAY That, But You Can’t DO That

I was hired by a production company to do a series of event ads for placement in trains and public spaces. Right before we reach the final sign-off, an email arrives from the self-described “Very Creative” client with the subject line “One last change.”

Client: “That is better, thank you. I think we can make some space if we put ‘BOOK NOW’ in a smaller font, which means we can make the other copy a bit bigger. Also, rather than saying, ‘BOOK NOW,’ can we say, ‘BOOK NOW OR A KITTEN WILL DIE!’?”

Me: “…”