I’ll admit I’m an Olympics junkie. Every night lately, I’m glued to the TV, taking in the Olympic highlights of the day. And every time I hear Visa’s tagline for their 2012 Olympics campaign — “Join our global cheer” — I’m in awe of how much is packed into those four words.
Crafting a powerful tagline is tough. The best ones are short, clear, and emotional – a pretty tall order. “Join our global cheer” is a winner on all three scores. Word by word, here’s why I admire it so:
“Join.” Active verbs always trump every other part of speech. And what more inviting verb could you find than “Join”? Who doesn’t want to be asked to join something worthwhile?
“Our.” Someone decided to use “our” instead of “the” global cheer, for good reason. It connects every one of us to the games, the athletes, and the pursuit of excellence. It lifts us all up together.
“Global.” Not “international.” Not “worldwide.” Those words are too distant, too impersonal. “Global” is everywhere, including right here.
“Cheer.” By contrast, “applause” is expected in certain circumstances, and often restrained. “Praise” may be deserved, or it may be disingenuous. But “cheer” is always heartfelt and spontaneous.
Pretty smooth – with just four words, we all feel just a little more upbeat and a little more connected in our celebration of the quest for excellence.