It takes guts to admit when you're wrong.  It takes humility and a willingness to say, "You know, I'm not the best game in town right now and it's my fault."

In an age where the corporate line is "deny responsibility no matter what" and point fingers at government regulations, market conditions or another random boogyman of an excuse, an American consumer can get pretty jaded.

A Copywriter, even more so.

Then I saw this:

Domino's isn't paying me to post this or write about it.  This is simply my professional observation of an advertisement.

Look at the tone of this ad.  Humble.

This isn't the same old "NEW AND IMPROVED" hype-blast you and I are used to seeing.  This is "We stunk really bad before.  We're sorry and we hope you try us again."

That's a message I can respect.

I haven't ordered a pizza from Dominos in well over a decade for the reasons displayed in the above ad.  To put it bluntly, it was gawd-awful pizza. 

"Dominos?  I'll pass."

I might have to give them another shot.

I've written ads in the style above, but have always had them turned down by people who feel that bragging is better than humility when it comes to reaching people .  I bet they're a lot of fun at parties.

"Let me tell you how awesome I am.  You'll love it."

Your Blog Keyword is "30minutes".  It's good for 250 WDEZ Club Points until 1700 on 01/09/2010.

Your TTPK hint for last night is "headbutt".

Be Cool,

TS