Miracle on the MRT

I was taking the MRT the other day when this poster caught my eye. It’s an ad for Combi prams, promoting their MiracleTurn range of strollers. Basically, it allows you to turn the handle so you can face your baby or let the little fella face the big bad world. Not a bad idea I suppose. Never know when that kid might do an impersonation of Chucky or something.

Anyway, what I found really interesting is the use of the word ‘Miracle’. Probably ever since the beginning of the industrial revolution, advertising has taken powerful words and distorted/ devalued its meaning. Think words like ‘revolution’, ‘amazing’, ‘glorious’ – actually, if you don’t know the true weight of these words, you’ve been reading too many ads lately!

Then there’s this MiracleTurn – which takes the whole thing to statospheric levels. I mean, c’mon guys, all it does is turn the handle from front to back. Doesn’t take an Einstein to figure out how to do it. Miracle = walking on water, turning water to wine, bringing sight to blind or feeding the hungry masses with 5 loaves and 2 fishes. Miracle does not equal being able to push a pram handle from front to back. Even if your competitors hadn’t thought about it before.

Sometimes this naming business really gets to me. Not that Combi will do anything about it but I feel much better now. Alright, time for a sandwich. Where’s that miracle whip …


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