The beavers, I understood. Sure, they could annoy, but Bell’s spokesanimals were generally funny little pitchmen. The new Bell campaign, however, confuses me. Bell has bombarded the country with its new ads, featuring its name in blue and the two letters ‘e’ and ‘r’.
Er, as everyone knows, is actually a word. An interjection, according to the Meriam-Webster dictionary, “used to express hesitation.” In other words, it’s that noise you make when you’re not so sure of something. (It’s the noise I make, for instance, when I see one of Bell’s ads).
In the ads, the er is highlighted in words like “cheers” and “lover” and “socializer”. I think it’s supposed to seem clever. But ‘er’ is one of the most common letter combinations in the English language. It’s not hard to find it in a word, or to add it to the end of one. Bell has been trying to simplify its brand, which is a good idea. But there’s such thing as too simple—it’s called being lazy, which is kind of what these ads feel like.