Mighty Red Pen

September 20, 2007

Traveling cognito

Filed under: Mad marketing,Overseen — mighty red pen @ 6:41 pm

One of MRP’s favorite billboards along the Mass Pike came down this week. There won’t be any picture because to get a photograph would have required some MacGyver-like skills that I just don’t possess, so you’ll just have to bear with me.

Well-documented that MRP really likes most Volkswagen advertising campaigns and this one is no different. It’s for the Eos, which is apparently some kind of convertible. On one side, you see an Eos with the top up and the word incognito. On the other side, you see an Eos with the top down and the word cognito.

Well, cognito isn’t a word you can find in the dictionary, but I thought the idea was really clever and creative, and it works. The use of the word incognito gives riding in an Eon a certain sense of glamor. If you want the paparazzi to know you’re driving by — traveling cognito, as it were — you just put the top down.

What other words like incognito don’t — when they lose their prefix — make another word?

UPDATE 9/27: I heard a good one today, “There was some ambiguity and there was some . . . biguity.”

Also, on “The Office,” Michael said, “I’m not superstitious . . . just stitious.” 

8 Comments »

  1. Include/exclude yes. Clude, not so much.

    Comment by Molie — September 20, 2007 @ 7:31 pm | Reply

  2. Nonchalant
    Nonplus (unrelated to the several meanings of “plus”)

    There’s another great one that escapes me at the moment. Maybe I’ll return when I remember it.

    Comment by Danny — September 20, 2007 @ 10:03 pm | Reply

  3. Those are all great, you guys. Exactly what I was talking about! Danny, you thought of the one I was trying to think of, nonplussed. I mean, a person can be nonplussed but can they be plussed?

    Comment by mightyredpen — September 21, 2007 @ 7:50 am | Reply

  4. incision
    indefatigable
    inflatable
    ingest
    inhale?
    injury (a little humor here)

    Comment by Dutch — September 21, 2007 @ 2:33 pm | Reply

  5. Not sure this counts: uncanny.

    Have you ever heard someone describe something as “canny?”

    Comment by Gopher — September 21, 2007 @ 8:40 pm | Reply

  6. That’s totally what I’m talking about, Gopher. Uncanny/canny is a good one! For instance, “It was totally canny the way she figured out what I was trying to say.” Um, no.

    Comment by mightyredpen — September 22, 2007 @ 2:14 pm | Reply

  7. Are you couth, kempt, and sheveled?

    Comment by Tim Scanlan — October 4, 2007 @ 8:27 am | Reply

  8. Nice try, Tim, one of three ain’t bad! Couth and kempt actually *are* real words!

    Comment by mightyredpen — October 4, 2007 @ 5:55 pm | Reply


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