We’re, We Are, Annoyed by Punctuation

Driving home today, I saw a billboard. And that billboard took a wrench to my left hemisphere and started twisting it around.
We’re Undefeatable.
We are Vikings.

I don’t know if Undefeatable was the top word. Or if it’s a word at all. Not that it matters.

The “we’re” vs “we are” kills me. It’s two different rhythms and two different feelings. And using both makes it lopsided and asymmetrical. “We are” is much more declarative and powerful.

I think I get that the second statement was supposed to be the dominant of the two. But there are other ways to do it.

We are Undefeatable.
We are Vikings.

Shift things around.

———————————
We are Undefeatable.

We are Vikings.

———————————

Give them different sizes.

We are Undefeatable.

We are Vikings.

 

“We’re Undefeatable” sounds weak and whiny. It lacks the 1-2-3 of We-Are-Vikings.

So the main lines of this promotion? Swing and a miss. Which is saying something, considering this was promoting football.

Worst. Billboard. Ever.

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