An ad ain't nothin' if it ain't got no ad-itude. What is ad-itude and why is it so important? Ad-itude is the face, the voice and the body language of brand personality. It's the "how you say" that makes the "what you say" connect. Take beer for example. Which beer communicates, "I'm calm, I'm cool and I'm kickin' back on this beach and making the world go away"? Corona, of course. But they don't do it with words, or product attributes. They do it with a beach, a bottle and lots of ad-itude. Could Budweiser stick their beer in a Corona commercial? No. Would they want to? Absolutely not. They've got their own ad-itude that works for them. I call it "The beer for the buddies in the bars who get the babes." Ad-itude transcends words and logic. Volkswagen has ad-itude, Saab doesn't. Target has ad-itude, K-Mart never did. Southwest Airlines has tons of ad-itude. What's America West? And our PETCO campaign touches pet pamperers with love and ad-itude. But PetSmart? Let's make sure we always put the ad-itude in advertising.