Ran across this entry from blogger Winston Rand (in loving memory)…

Most advertising is wasted on me. If I remain in my seat while the next 10 minutes is filled with inane crapola, 20 ads for 20 products or services that I either already know about, don’t use, or don’t want, I have my brain trained to wander off and process other things during commercial breaks. As often as not, I’m up and away for those few minutes, getting something to drink or nibble on, or making proper disposal of the consumables from previous breaks.

There are exceptions — commercials that are so well done or so clever that they command attention. Budweiser’s Clydesdale commercials, Hallmark’s warm and fuzzy spots, some — but not all — of the ads unleashed during the Super Bowl each year, any commercial involving the herding of cats. Those are a few that come to mind. But please spare me from suffering one more locally produced spot featuring the head dude or dudess droning on about their finest used cars, unmatched insurance offerings, spectacular pools and spas, or the best damn muffler shop in the state. Who gives a rat’s ass?

However, even I, the crusty old veteran of commercial avoidance maneuvers, recognize a good hook line when I hear it. I’m talking about the few brief, simple words spoken by an appealing and trustworthy voice. These slogans or hook lines, or simply hooks, when well done, have exactly the intended effect — they quickly become such natural parts of the lexicon that we take them for granted as nuggets of truth we have always known. These lines frequently speak to us as individuals, complementing the strengths and interests we have or offering to bolster our weaknesses without calling them weaknesses.

Some of the most effective ones at present are:

• You can do it. We can help. — Home Depot
• Are you in good hands? — Allstate (the guy with the rich creamy voice)
• Can you hear me now? — Verizon (see previous post)
• Don’t just buy stuff. Do stuff. — Radio Shack

There are others, both past and present. Do you have a favorite hook line?