The oxymoron of the fresh approach

For a fresh approach to your next ad or campaign, just add:
- some shiny looking fruit, preferably sliced and with a good few drops of water
- sometimes just a splash of water will do the trick
- any kind of cleaning product; soap, detergent, coca-cola, that sort of thing
- or, if you're really trying to be ca-rayzee, try the odd stylised dandelion - always synonymous with fresh stuff.

The 'fresh approach' gambit always comes in handy when the following has happened:
- your client has sold you short on what makes his or her product or service great 
- your account manager has sold you short on what makes his or her client's product or service great 
- neither of the two parties has ever heard of a proposition.

...In which case you can do one of the following:

- just go with it. Bang out the creative, artwork it up, send it off, go home and take two, preferably three showers followed by three stiff gins, knowing your work will join a kazillion other  ubiquitous fresh approaches in the same lame league

- refuse to even touch any so-called 'concept' with the remotest allusion to a fresh approach and ride out the 'creative strop' storm

- strongly advise the client of the irony of this tactic and the fact that not only does it probably not do their offer any justice but that it also treats the customer like a corn-fed automaton.

...Then sleep safe in the knowledge that there's only one kind of product or service owner who should be pleased with this kind of oxymoron:*

the marketing moron. 

* Yes, yes, for the pedants I realise 'fresh approach' is not an oxymoron in the true sense of the word, but the proposition of presenting 'fresh approach' as a new idea mostly definitely is!

57 campaign lines in one post? The answers.

As promised here are all the lines which appeared in this recent Drum post and their respective brands - possibly in a somewhat higgledypiggledy order:

01. Don’t leave home without it - American Express

02. Nothing acts faster – Anadin

03. Impossible is nothing – Adidas

04. Just do it – Nike

05. Good things come to those who wait – Guinness

06. Moving at the speed of business – UPS

07. I’m only here for the beer – Double Diamond

08. Any time, any place, any where – Martini

09. Eight of ten cats prefer it – Whiskas

10. The man from Del Monte says ‘Yes’ – Del Monte

11. Say it with flowers – Interflora

12. Empowering the internet generation – Cisco

13. It’s what your right arm’s for – Courage Beer

14. Drink Canada dry – Canada Dry

15. Liquid engineering – Castrol

16. Drink Camp – it’s the best – Camp

17. I’d love a Babycham – Babycham

18. It makes you feel like the man you are – Buick

19. Some of our best men are women – US Army

20. Have you ever had a bad time in Levi's? – Levi’s

21. Life’s good – LG

22. Make. Believe. - Sony

23. Every little helps – Tesco

24. WotalotIgot – Smarties

25. The listening bank – Midland Bank

26. Bread wi’ nowt taken out – Allinson’s

27. It’s good to talk – BT

28. Have you ever wished you were better informed? – The Times

29. Gee, I wish I had a nickel – Lifesaver’s Candy

30. Tide’s in, dirt’s out – Tide

31. make-up to make love in – Mary Quant

32. Beanz Meanz Heinz – Heinz

33. It could be you – National Lottery

34. It’s got to be Gordon’s - Gordon’s Gin

35. Just imagine – NEC

36. Saving you money every day – Asda

37. The true definition of luxury. Yours - Acura

38. Someone, somewhere wants a letter from you – Post Office

39. A lot less bovver than a hover – Qualcast

40. It’s everywhere you want to be – Visa

41. think local, act global – Accenture

42. Plop, plop, fizz, fizz, oh what a relief it is – Alka Seltzer

43. Once you pop you just can’t stop – Pringles

44. The beauty of all wheel drive – Subaru

45. You’re going to like us – Trans World Airlines

46. I love what you do for me – Toyota

47. Come home to a real fire – Coal Board

48. probably the best beer in the world – Carlsberg

49. Nothing runs like a deere – John Deere

50. Reach out and touch someone – American Telephone & Telegraph

51. Because life’s complicated enough – Abbey National

52. You can trust your car to the man with the star – Texaco

53. Think big – IBM

54. Think small – VW

55. Think different - Apple

56. Take care – Garnier

57. Schhh - you know who - Schweppes