University of Oxford
Sep 9, 2021
This is a move I love, but too often fail to pull off with much success. It’s where you use a well worn phrase and poke it apart.
Everyone knows even just a little bit of Shakespeare, and that first line is instantly recognizable, but to tweak the second line so it has shades of the original, but is different enough to make the point of the ad?
That’s the chef’s kiss right there.