Down with Awful Copywriting

Baby-leasing or hair styling?

Those were the two options that crossed my mind when I first saw the name of the luxury accommodations offered to new moms by Lis Maternity Hospital in Tel Aviv.

Babylis. I ask you!

Okay, so it's a challenge for the copywriter to think up a pithy name for it. So give the task to an imaginative, creative person. I happen to know we have several here in Israel.
The word "bliss" just begs to be used in this context, at the risk of slipping down the slippery slope of mushy-mushy.

The name Babyliss, pronounced in Hebrew (at least in my teens) bah-bee-lees, was one of the first I heard in the world of hair coiffing, when my friends and I had our hair done every Friday afternoon, in time for Friday night's party. Girls like me, with straight hair, had their hair put up in rollers to give them "volume", while girls with curly-to-kinky hair spent hours straightening their locks with bahbeelees.

As pronounced in Hebrew, the name Baby Lis sounds alarmingly like "baby-lease", and you're left wondering how it works: Can you lease your baby to someone who is babyless and wants one for an afternoon stroll, to show off in the park? If you're in need of a baby, can you apply to Baby Lis and get one on lease for a limited period?...

As for the place itself, though my eldest is at the moment there with her partner and exquisite (naturally!) newborn baby boy, I haven't been there yet, so can't vouch for its being luxurious. A luxury in terms of cost it definitely is.

To my daughter Daria, and everyone else at Lis Maternity Hotel: Mazal Tov, Congrats, enjoy your stay!


Shlomit Ouziel said...

Congratulations, Nina! Lots of joy to you and the whole family!

I admit that I find "Babylis" a funny and relevant name, but I liked your associations!

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