Less is More

In early 2013, Toyota introduced its current tagline, “Let’s Go Places.” Almost immediately, that tagline started driving me crazy.

But first some backstory. In college I minored in journalism, taking every class I could get my hands on. Over time, the instructors drilled into me these basic tenets:

  • Don’t bury the lede
  • Get to the point fast
  • When in doubt, leave it out

And so, I learned to write quickly, using descriptions and details as shorthand to set the scene but not belabor it. Mostly this economy of words has served me well (except in novels, which is a whole other story).

And now back to our sponsor. Every time I see the Toyota ad, I want to shorten the tagline. To me, the word “Places” is redundant. Now we have, “Let’s go.” And while we’re at it, why not delete “Let’s.” Now we’ve got “Go.” Add an exclamation point and we’re ready to, well, Go!

I think we can stop there. “G” doesn’t make a whole lot of sense.

Brian Rouff serves as managing partner at Imagine Communications.

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