This billboard I spotted on my cycle home from Leeds makes an interesting example of how a few words can change the tone of your copy.
By using the words “We do” in response to the question “Care for a cider?”, in my opinion the copywriter missed a chance at unifying the brand’s message with the reader.
As it is, the tone of the word play comes across as smug and alienating: “we care about cider, that’s what we do, what you do is no concern of ours but look how clever we are.”
If I were the copywriter on this ad I’d have written something like “us too” implying that both brand and reader are invested together in the quality of the product.
Now, where’s my cider?