Full points to Verizon for redefining and taking ownership of the phrase “Can you hear me now?” Most corporations would have missed this opportunity, arguing that “‘Can you hear me now?’ is the question most often muttered in frustration during cell phone calls gone bad. Why run television ads in which a Verizon user asks this highly negative question over and over? Doesn’t this portray the Verizon experience in a bad light?”

Au contraire, mon ami. “Can you hear me now?” works for many reasons:

• it’s the last thing a consumer expects, so it gets their attention
• it speaks to the user’s experience
• it’s funny, warm and engaging
• it’s been successfully redefined to mean “Hear what we’re saying? Another breakthrough from Verizon.”

Extra points to Verizon for understanding that a negative can be more positive than a positive (think “The clear alternative to Cellular”).