The days of product puffery are over. I think it’s because we’ve all developed a pessimistic and sarcastic outlook towards the world in order to shield us all from looking happy-go-lucky, and thus, stupid. These days, telling everyone why your product “glistens and sparkles” prettier than the other guy’s just doesn’t reach the core of consumers like it used to. But whatever the reason may be for our cynical new attitudes, advertising must reflect society’s mood.

Our audience wants honesty. They want to believe what we’re telling them . . . therefore, what we tell them must be believable, especially in the midst of this economic slump, people are looking for something they can believe and count on . . . Nothing over-the-top. I’m not necessarily saying that fast food chains should broadcast how many chambers of our heart will shut down after eating a large meal at their establishment (Although that would be hilarious and could lead to some very interesting contests).

Take a look at these examples of how honesty in advertising can be a very funny and interesting tactic.

Buckley’s, a Canadian-based cough syrup company uses the slogan, “It Tastes Awful. And It Works.” It tastes awful? Then why not buy a brand that works AND tastes good?

Because at least Buckley’s is being honest.

Anyone who’s ever had a cold knows that when mom tells you, “Drink the cough syrup, it tastes great,” she’s a blatant liar. (Love you mom, but get real) Every cough syrup tastes like black liquorish that’s passed through the system of a mountain goat. Buckley’s capitalizes on the fact that there is no chance this thick liquid is going to taste good, no matter what brand you try . . . but at least Buckley’s will get rid of that pesky cough.

Avis will tell you that they’re not the best. In fact, they’ll come right out and say that they are #2 in the rental car industry. Why in god’s name would brand tell you something like that? Well, first of all, because it’s true. And secondly, they back up that fact with a very poignant, “We try harder.”

Obviously #1 doesn’t have to try as hard anymore, because they’re at the top . . . where else are they going to go? But Avis is still working to get to #1 by getting your business. They’re “trying harder” every time you rent one of their cars. Some of their ads go on to say, “We can’t afford not to be nice.” Touché, Avis.

Our cynical side wants to lash out at advertising that uses verbiage like “the best,” “unbeatable,” or “one of a kind,” because we all picture some guy in a fancy suit and a plastic smile pitching us an overused line. We’re not some cheap date to be picked up at a bar, and we’re not buying your product.

When brands are honest with us and say, “Hey, this is what we got,” we’re much more receptive. And besides, we could use a little more credibility in our industry . . . last time I checked, the only people consumers trust less than advertisers are used car salesmen.

I wonder what would happen if Avis became #1 in rental cars? “Avis . . . We used to try harder . . . now, we’re good.”

Stu Haack is a Copywriter & Social Media Guru at Aviatech. He likes long walks on the beach and scary movies. Learn more about him and his writing.