If, It, whatever.


Has anyone else noticed the remarkable resemblance between Met Life’s new “If” campaign and eBay’s “It” work?

Squint slightly, or have a couple of mojitos, and the two ads will appear identical…each with two giant, Stonehenge-like letters dominating the page.

Seems to me they’d be better off swapping, though. Wouldn’t Met Life rather be about “it” than “if”? So much more certain-sounding. And wouldn’t eBay’s serendipitous nature be nicely captured by “if”?

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