The magic question.

Everybody knows the magic word in advertising is “free.”  But the magic question is “what if?”  Use it to start your thinking  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?”  Here’s an example.  “What if we didn’t tell people to buy milk, but asked them to consider what happens if they don’t?”

Asking “what if?” is how you get “Got Milk?”


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.