Now Insight Communication gets it all wrong. Perhaps, it’s her clients- Bank PHB.
I consider it rather hilarious that an agency with such a high-class status as Insight Communications can be charged for the most inexcusable offence as fouling a simple rule of the English language in an ad whose copy is meant to be a formal one.

The focus here is the currently running print ad depicting a basketball player who leaps as high as the topmost end of a skyscraper to dunk a ball in a basket placed at that very peak. Hummmh, brilliant one.

The head copy reads,
“PHB (noun): a person; one unrestricted by any form of challenge.”

The subhead reads,
“We help you PHB your dreams by ensuring that you not only achieve them, but surpass them. And that’s only possible because we think ahead of today’s challenges. Whether you are just starting out or you need support to grow your business, come in and take advantage of our futuristic thinking. Discover the PHB factor and accept no limitations.

Shall it be asked of the agency how the PHB, used as noun in the head copy, suddenly assumed a verb status in the subhead? Is consistency of style/word not part of the conditions for copywriting?

Besides, will it not be better if the basketball player’s kits bore PHB instead of the Air Jordan logo? If it had, it could have hinted that the player is a PHB, “a person unrestricted by any form of challenge.” But, it is preferable if it had no other brand other than the advertised brand except if the other brand is deliberately sponsored.

However, the graphical illustration, I’m moved to say, is a brilliant one especially considering the city landscape against which the ad is backdropped.

GOOD, almost BETTER… BANK PHB (ad)

Aloofaa ©