John Fitzgerald Ferrer

I, obviously, wasn’t the only one puzzling over the rather subtle tag line to Freddy’s latest TV spot: “It’s a great city. It could be greater.”

Anyway, as close as I could come to an explanation was the opening statement John F. Kennedy gave in his first debate with Richard Nixon in 1960:

“This is a great country, but I think it could be a greater country,” Kennedy said, listing the national flaws that left him dissatisfied and concluding, “I think it’s time America started moving again.”

It’s a subtle thing Freddy’s trying to do: To convince people to revise upward their expectations of a city that many consider on the right track. And television advertising is a tough medium for communicating subtlety.

(via John Kerry. Really.)

John Fitzgerald Ferrer