

You can say many bad things about Amsterdam’s city marketing campaign I AmSterdam, but at least in some respect it works. A mix of the phrase “I am Amsterdam” and “I heart Amsterdam,” the slogan lets people express their positive feelings towards the city in a tacky but unified manner.
Madrid tries to copy the formula, and copies everything that is wrong about the I AmSterdam campaign. It is tacky. You cannot force a meaningful emotional response with a cold marketing campaign. The formula replaces core values—the reasons why people like Amsterdam or Madrid—with empty slogans. And in doing so, the campaigns are insulting to their audiences’ intelligence.
But Madrid’s copy takes things one step further: it just doesn’t work. “Madrid about you” is a funny pun, but the way the logo is styled makes it say: “Madrid equals mad” (the “about you” is de-emphazised by shoving it to the bottom and printing it in a smaller font.) Critical Spanish designer Rafa Celda says in El Pais that the people who came up with this campaign are trying too hard. “This is like one of those logos that comes with a manual.”
Via Nieuws uit Amsterdam (Dutch). Photo by Matt Rubens, distributed under a Creative Commons Attribution-Share Alike 2.0 license.




“Refreshing your car’s oil regularly is nonsense, a myth that’s been spread by the oil and car industries for years now,” says Henk de Groot. And he should know, as he is a former CEO of Castrol Nederland. Apparently all you need to do is regularly top up the oil in your car, and check it with a special dipstick that won’t just tell you the level, but also the quality of the oil, and you should be good for hundreds of thousands of miles. Luckily for all of us, Henk de Groot just happens to have invented this magical dipstick. 
France rarely looks to the North—or indeed to the East, South or West. But last week, the French massively tuned into TF1, their most popular TV channel, to follow the lives of four Dutch bored and rich housewives, as portrayed in Gooische Vrouwen, a vehicle for Linda de Mol (photo) and a Desperate Housewives clone. The series is broadcast in France as “