Ramsey Naja is chief creative officer at JWT MEA
“It is said that, in advertising, there is no more powerful word than ‘free’. Well, I am no longer so sure about that. ‘Free’ is one of those words that have been so worn it should never be written in a serif font. Indeed, being a parent of that other knackered favourite ‘save’, it is a cornerstone of our industry’s penchant for offers you can’t refuse but that you should.
Free’s current troubles are a result of its close partnership with the asterisk and the small print, not to mention statements such as ‘conditions apply’, ‘subject to status’ and the menacing ‘while stocks last’. If anything, this association
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