Saw an old movie over the weekend - Mr Blandings Builds His Dream House - in which advertising copywriter Cary Grant experiences mildly amusing difficulties with builders.
But there's a rather more amusing (for us) subplot, in which Grant is required to come up with a slogan for a ham product called 'Wham'.
The deadline? Well, he's given six months to come up with the idea. That's right, folks, six months.
Second, it seems that no campaign idea or even a visual is needed. Nope, just a slogan. No 360 degree thinking in 1948, no Sir, no way.
And the winning tagline? It springs fully-formed from the mouth of the family's black maid (!)
"If you ain't eatin' Wham, you ain't eatin' ham."