In a trend that swept Twitter for literally a day last week, #clienttweaks sought to capture the essence of that creative perennial: bad client intervention. Copywriters Nick Asbury and Mike Reed were its chief proponents and, here, we’ve compiled some of the best alternative taglines they came up with…
“My favourites are the ones that genuinely reflect how bad clients think,” Asbury tweeted during the course of the hashtaggery with fellow copywriter, Mike Reed. “Cautious, base-covering, box-ticking, literal…”. For Reed, the best examples showed “how weaker clients might shy [away] from bold lines.”
Asbury’s inaugural tweet was the beautifully insecure “The Independent. It’s called The Independent. Are you independent by nature? If so, please buy it.”
And from this came a flurry of activity. The point being that while good clients will trust wholly in your professional judgement as a creative, and be willing to push the proverbial boat out with new ideas, bad ones have a tendency to (extended metaphor coming up) stick their oars in.
So here are some of Asbury’s best rewritten taglines (from @asburyandasbury):
Bread with nothing taken out.
Sch… you know who. That’s right, Schweppes!
Marmite: You’ll love it.
Stella Artois: Reassuringly good value.
Beans mean Heinz.
Don’t just book your holiday. Thomas Cook it.
Good vibrant Yellow Pages.
If you like a lot of chocolate on your biscuit, buy a Club (Risk of people thinking we’re membership-based. Push the product.)
“I never read the Economist, even though it’s a great magazine” Management trainee, aged 42.
And Reed’s (@reedwords):
Nothing draws air inward to remove dirt like an Electrolux
Apple. Think differently. (Pretty sure this is more grammatically correct, guys.)
Probably the best Copenhagen-brewed lager beer of its strength in the world.
You Know When You’ve Been Tango’d* *Humorous illustration only. Britvic plc in no way encourages violence using drinks cans.
You Know When You’ve Had A Tango Because It Tastes Brilliant. (Much better. Legal happy with this version. Please action.)
The Ultimate Driving Machine In Its Sector
9 out of 10 cat owners who believed their cats displayed a clear preference said their cats Preferred or Usually Preferred It.
For really good mashed potato in an instant, buy Smash instant mashed potato.
*Headline, author’s own. Add your own #clienttweaks in the comments below.