Gateway's New Ad campaign Not Loved by All

Gateway just launched a new ad campaign with the tagline, "Humanology". This is another one of those account planning, creative jam session, pontificatingly meaningless creations that too often find their way into actual ad campaigns. Here's what one detractor had to say:

From the campaign: "A fundamental belief. The hybrid of technological savvy and human understanding. The heart of Humanology" Know what Humanology is? Not making up stupid names like Humanology and just giving good products at good prices with good service.

I have to agree. While creating a brand that really means something to consumers is important, simply saying what the product is and does is far more powerful than the marketing blather that finds its way into most advertising.