The Egg McMuffin of Copy Techniques

Copywriters labor for years hoping something good will happen. By something good, I mean the crafting of a line like “Where’s the beef?” or “Plop plop fizz fizz oh what a relief it is.”

Copywriters want their line to become part of the cultural vernacular because no industry award can match that level of impact.

It seems Arnold Worldwide is aiming for (but not quite reaching) this kind of thing with “The Egg McMuffin of ______.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.