Words Used Well: Not everything is terrible

I don’t drink Jagermeister anymore, mostly because nothing good ever happened to me when I was drinking Jagermeister. And also because I’m not 20 years old.

But I saw a great Jagermeister ad the other day on a taxi sign: A festive scene with the words For the we hours.

Nice. And while it didn’t make me want to take a shot, I appreciated the wordplay, and it made my morning commute slightly less tedious.

It occurred to me, too, that as a copy editor, it’s possible that I can be a little too critical. We notice things that are wrong or terrible (I’m looking at you, Chevy and your awful Malibooya ad), and we point them out probably far too often than we need to.

So I want to start acknowledging Words Used Well, an appreciation for the sublime moments in our language instead of the constant snark about its misuse. I hope to pay attention and notice the good things more.

Jagermeister, which is German for “regret,” has a pretty good ad campaign going that I don’t have a picture of. So look at this guy. Slayer’s guitar player Kerry King drinks Jagermeister. You can kind of guess that, can’t you?

UPDATE! I found the Jagermeister ad on an El platform.

Jagermeister ad
Stumbled onto the Jagermeister ad tonight on an El platform while waiting for the Brown line at Diversey in Chicago. So here you go.

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