For whatever reason, this ad suggests that the benefit of getting coffee at the gas station is that there’s no line. The problem is this: lines make us think something is worth it. Ever wander into an empty restaurant? Did you get a weird feeling and leave? If you went to the movies and there was a huge queue to see one movie, and no line at all to see the others, might you be curious as to what was so interesting that people were lined up to see it?
A line isn’t always a bad thing.
What unintentional messages are you sending?