How on earth do you pronounce \u2018Chipotle\u2019? Is it a hard \u2018chi\u2019 sound at the start or a soft \u2018shi\u2019? In a lovely awareness campaign to promote the brand on the Tube, our chosen Ad of the Week says that it might not really matter as long as you think it\u2019s tasty.
\nThe ad points out some of the many different ways to say \u2018chipotle\u2019 out loud. \u2018Chi-pole-tay\u2019 has been crossed off, as have \u2018chi-pottle\u2019 and \u2018shi-pot-lay\u2019. As drawing a line through something is the universally accepted way of showing it\u2019s incorrect, we can safely assume those pronunciations are a little off. That just leaves \u2018chi-poat-lay\u2019 as the apparent correct answer at the end.
\nThe design effect on the poster makes the copy look like words hastily crossed out on a blackboard for some \u2018good ol\u2019 home cooking\u2019 authenticity. You could just wipe mistakes off an actual blackboard and start again, but the ad\u2019s overall feel obviously wouldn\u2019t be the same and the point of using examples would be completely lost.
\nFunnily enough, my suggestion of \u2018chi-poh-tull\u2019 doesn\u2019t appear at all. That\u2019s odd. It\u2019s probably down to the accent.
\nIt\u2019s always interesting to hear how people interpret words verbally, and to see how others then transcribe that speech back into a document. If only we could remember which children\u2019s book (set in the North of England) used \u2018mebbes\u2019 instead of \u2018maybe\u2019… any suggestions from readers?
\nWe do find quite a few of our favourite ads while gazing into space on the London Underground. Perhaps that says something for the effectiveness of the medium! If you see any on your own commute, take a snap of it and tweet it to @strattoncraig – we might well cover it next time.<\/p>\n","protected":false},"excerpt":{"rendered":"
How on earth do you pronounce \u2018Chipotle\u2019? Is it a hard \u2018chi\u2019 sound at the start or a soft \u2018shi\u2019? In a lovely awareness campaign to promote the brand on the Tube, our chosen Ad of the Week says that it might not really matter as long as you think it\u2019s tasty. The ad points […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314],"tags":[],"class_list":["post-70338","post","type-post","status-publish","format-standard","hentry","category-copywriting-us"],"acf":[],"yoast_head":"\n