I think maybe corporate idea killing committees and ham-handed copy critics don’t pay much attention to what gets painted on the sides of their trucks – because a lot of it’s pretty good. McDonald’s full truck color photos of food look great while their TV commercials have been going downhill slowly from “You Deserve a Break Today” … to “I’M Lovin’ It.”

Driving to work today, I saw a truck from Smith’s Office & Computer Supply pulled up at a red light. The company name was on the side along with the URL and a smallish slogan that read “where service still matters”. Without still, the line would be snooze inducing. But still lifts it up. I thought immediately of places like OfficeMax whose slogan should be “where service is still sporadic”.

As soon as I got to the office, I logged onto www.smithofficesupply.com to see what other cool things the company had to say. Turns out, the service line on the truck must have been a fortuitous accident because the line on the website reads:

Zzzzz.