Like most people, I tend to avoid TV commercials. I watch old movies on commercial-free TCM. I flip between channels or hit the mute button so much that I think  I must have the fastest thumb in the West.  Love those remotes.

So I’m always surprised when, on those rare occasions when I actually watch commercials, I come across one that makes me want to praise the writer.

That happened the other night.

The commercial was for Boar’s Head.  After touting the quality of their premium delicatessen meats and cheeses, the ad ended with a simple tag line: Compromise elsewhere.

I burst out laughing. The notion absolutely resonated with me. You have to choose where and when you compromise, and certain aspects of life just aren’t options.

Will I buy Boar’s Head in the future? Maybe if I’m in the market for ham, salami or cheese. In the meantime, I salute whomever came up with that campaign.