Everyone loves poetry. This is a fact.*
I don't know what I think about the trend for adverts to be written as unbelievably smug short poems. Often these are relatively skilfully done, and not hateful poetically (the poems most people love have good solid rhythms and rhymes, and I love them too, and if you don't like Kipling, you've most likely never really read him or are a knee-jerk idiot who needs to get over yourself**). But they are smug. In. Credibly. Smug. And smugness is annoying.***
* It is not a fact.
** I do not deny that some sensible people who have concentrated on Kipling don't like him, but I've met very few of them.****
*** See this blog passim.
**** I'm not sure I have ever spoken with one, actually, but I am totally sure they exist and I've no problem with that. I am not a total moron.