I saw a billboard for Speedway gas on Interstate 494 the other day. That's the brand that replaced SuperAmerica. We all shrugged when it happened: "So long, Supermom hoagies. But gas is gas, and we'll all muddle through this tumultuous upheaval somehow."
The company is based in Ohio, but it wanted us to know it gets us. And so it said:
"The Mini-Apple Just Got Mega-Convenient."
Minneapple? Did they defrost an adman cryogenically frozen in 1981? We tried out that word for a while back in the early '80s, and it was a bit embarrassing. "We're just like New York! Except for the subway and the endless blocks of skyscrapers and Broadway and drugs and municipal fiscal collapse. We have bagels! And the Guthrie."
What we meant to say is that we're sophisticated in our own modest way, and you can walk in the park without getting your head bashed and your wallet lifted. Also, we have bagels!
We were well aware New York never pitched itself as "a really, really big Minneapolis."
Not that they could. I remember the first time I went to New York. I had a cup of coffee in Herald Square at the Chock full o'Nuts. Ah, finally — the Gotham experience. Havin' a cup of Joe at a classic New Yawk institution. The waitress banged it down on the counter, and half the coffee was in the saucer. When I asked for a refill, you would have thought I was Oliver Twist asking for more gruel. The waitress gave me a look: "I thought I was done with you."
I wanted to say, "Where I come from, they put the pot on the table, and when that's dry, they bring you another." But that would have earned hoots: "Oh, where's this magical land with the bottomless coffee cup, son? Coffeetopia, Nebraska? Folger's Grove, Oz?"