Show and tell

Show don't tell, show don't tell, yeah yeah yeah – we are all good little writers. We know this. We have it tattooed on our wrists for easy reference.

But here's a twist. Much of the time, when I watch television, I don't watch it. It's on, and I'm listening. I look up every now and then to check in, but I'm also sorting mail, washing dishes, reading magazines, or even – as right now – tapping away at my computer.

I read an article once that had statistics on this sort of thing. The article claimed lots of people don't watch watch television, they only sorta watch. I tried to find that article for your reference, because I hate it when people say, "I read an article once" as if that meant anything, but when I googled people who listen but don't watch television I got a lot of people bragging about how they don't watch television. I hate that, too.

Anyway... where was I?

Right. Watching television, mostly with my ears. The television in question is the Tour de France daily coverage on Versus. Lance Armstrong's new ad for the Nissan Leaf electric car plays heavily during the commercial breaks. Here's the voiceover script for the ad:

In twenty years of cycling, even when I was ahead, I was always behind. Behind cars. Behind trucks. Behind... those guys. Tailpipe after tailpipe, after tailpipe. Until now. The one hundred percent electric, no tailpipe, Nissan Leaf. Innovation for the planet. Innovation for all.

The ad is quite clear – when you see it. Tailpipes spew smoke and Lance coughs and one understands that "until now" refers to the tailpipes and the smoke and that Lance is still behind the cars, they're just not spewing smoke in his face anymore. But the first time I saw the ad, I didn't really see it – I only heard it. And I heard something quite different.

THE AD QUITE CLEARLY STATES THAT THE NISSAN LEAF IS SO DANG SLOW THAT A GUY ON A BICYCLE WILL NEVER HAVE TO WORRY ABOUT RIDING BEHIND IT AGAIN.

I think this is not what the good folks at TBWA/Chiat/Day had in mind. These are the people behind the Justin Long/John Hodgman MAC ads. These are good writers. And the Leaf ad is a good ad, as long as you watch it. Which I didn't. And according to that article I couldn't find, a lot of other people won't either.

So definitely show, but make sure you aren't telling something completely different at the same time.