This regrettable billboard goes two for two in debasing the English language. “Box of happiness”? Happiness is more than a cheap fried food! “I’m lovin’ it?” Love is for important things! And fries are not good for you, either. Boo! Hiss!
Nobody takes happiness and love seriously in the context of a billboard like this. But beat the drum of cynical, crass uses of good words long and loud enough and the words may end up empty. Of course the ad industry has been doing this for years and managed to misuse, mock, and devalue practically every profound word and numinous image known to the Western world.
What’s wrong with this picture is the bottom half. The sky with the clouds is nature, weather, the dynamic atmosphere, reminders of the magic of flight. Cumulus clouds – always changing, sometimes growing mountain-tall with lightening and ice in their hearts, other times staying pretty and fluffy – they can make you happy. They are worth loving if you’ve ever looked up and imagined clouds to be the shapes of things, or watched hawks soar, or day-dreamed about flying, or actually been up in a small aircraft dancing with clouds.