What do you do when there’s nothing new to say? Find a new way of saying it. When I was at Saatchi & Saatchi with John Messum, we wrote a lot of the British Airways ads around new product launches and so were familiar with the brand’s ‘announcing’ tone of voice. But when it came to ‘just a price ad’, we had to discover the feeling (and invent the verbal identity) of a giddy weekend away.
Of course, sometimes the best way to say it is to just say it.