The magic phrase.

Everybody knows the magic word in advertising is “free.”  But the magic phrase is “what if?”  Use it to start your thinking, to set up your work when presenting, and to challenge others who need inspiration.  As an idea nucleus, “what if?” demands to be followed by a high concept.  “What if adults spoke in children’s voices?”  “What if the cars on the lot turned into Transformers?”  Filling in the blank after this phrase demands a real idea.  It makes you look for a real idea.  And, if you ask others to fill it in, this phrase defines what’s expected without you ever having to say more.


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.
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