The truth brands won't tell you.
Choose brands that don't quite tell the whole truth and write honest slogans for them: sincere, direct, unfiltered payoffs.
The exercise is simple in its brief but subtle in execution: take a brand, strip the veneer of communication and say what everyone thinks but nobody writes. The challenge isn't being mean — it's being precise. A good honest slogan works because it's true, and it's funny because it's recognizable. I chose brands that are part of everyday life and looked for the phrase that comes to mind every time you use them.
We steal your time.
Cold or not, it'll get there eventually.
We apologize for the inconvenience.