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 ______.”
