By now, you’ve likely heard of vocal fry. It’s, like, how a Kardashian speaks. Where sentences consistently end in a creaky, sort of croaky, low register vibrato. (If you’re still confused, here’s a vocal fry super cut of Alix Spiegel, co-host of NPR’s Invisibilia—which is a great show that you should listen to.)

Apparently, some people think vocal fry is the end of the world. And that it’s hurting people’s (mostly female people’s) chances of getting a job. Others contend it’s a normal speech pattern that’s getting too much press because people are copying it poorly. You know, like Madonna with an English accent.

To be honest, I never personally picked up on vocal fry until it was pointed out to me. But I was raised on Tom Brokaw, whose career could arguably be considered one very long vocal fry (apologies to cousin Tom).

Regardless, it got us wondering: is there a vocal fry (or fries?) of advertising? An element that your brand may be using in its ads that’s secretly annoying a ton of people even though it seems innocuous to you?

For example: ads where people finish each other’s sentences for some reason. (If Portlandia is mocking you, it’s probably worth exploring other options.)

Or brands that put their website at the end of their spot (fictitious example: “Visit us online at”). Unless the entire point of your Jeff Bridges ad is the website at the end, you can probably assume that your viewers are going to Google you—just like you would do if you were them.

Or maybe it’s putting an out-of-nowhere voice at the end of what had been a really heartfelt spot.

There are way more. But we’ll leave it up to you to tell us what they are with this vocal fry: Tweet your advertising vocal fry @brokawinc with #advocalfry and you could win a Mystery Box of Destiny.