The Housing Chronicles Blog: Is Ditech trying to be ironic with their "People are Smart" Campaign?

Thursday, January 10, 2008

Is Ditech trying to be ironic with their "People are Smart" Campaign?

Last year Ditech came out with a new ad campaign that always reminded me of Garrison Keillor's 1985 novel "Lake Wobegone Days" in which "all the women are strong, all the men are good looking, and all the children are above average."

Except Keillor was joking and making the point that it's just not possible for everyone to be superlative; if they were then the very term wouldn't make sense.

So if everyone is smart, then how do we explain people who don't look before making a turn or can't use an ATM card in the grocery store?

Apparently Ditech has the answer. From their website:

People are smart.

This isn't an opinion. It's a fact.

People are smart. It's our mind that kept us from becoming dinner for prehistoric carnivores. It's our intellect that enabled us to place a robot on a planet a couple hundred million miles away. And it's our ability to apply knowledge that tells us it's not a good idea to stick a fork in a light socket. Or fry bacon in the nude for that matter. When you stop to think about it, proof of our smart is everywhere. We prove theorems. We build skyscrapers. We buy low and sell high. We cure diseases. We split atoms. And if we're really smart, we split aces and eights. It's true - people are smart. And it's the customer's smart that we respect and strive to live up to; because people know what they want in life. They know what's best for them and their family. And they know that if we offer competitive home mortgages and smart financial solutions, together, we can make the most of our smart. That is, if we're smart about it.

Sure, the people who prove theorems and build (or at least design) skyscrapers are smart. How then, to explain all of those people who claim that they never understood how their mortgages will work and will cost them?

Unless, of course, they just want boost the egos of potential customers.


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