ÒThings that make you go MmmmmÓ This tagline for Maccas New Tastes Menu from DDB Sydney feels like itÕs been around for longer than its August launch, which surely must be the mark of a good tagline. The soundtrack obviously helps. McDonaldÕs CEO Guy Russo says this has been one of the most successful launches for the burger joint ever. ÒThere is no scapeÓ TenÕs failed web portal tagline receives an honourable mention for its surely unintentional prophetic qualities. ÒPrepare to flyÓ Microsoft was about to launch its XP operating system with this tagline when OsamaÕs actions attached a stigma to the concept. The latest operating system from the software giant eventually appeared in Australia with the line ÒSurprise YourselfÓ. ÒItÕs about coming of age. (And just coming.)Ó Love created a rather optimistic tagline for Hair, in a poster publicising the musical. However, the season was cancelled before it even began due to poor ticket sales. Nobody, it seemed, was coming (1). ÒAbsolutelyÓ First, it was trumped by Mitsubishi on the use of ÒAbsolutely EverybodyÓ from Vanessa Amorosi Ñ having to settle for the less appropriate ÒShineÓ Ñ then Ansett fell over. Was the $20m campaign absolutely necessary? Or the pitch which reportedly cost the agencies involved a combined $1m? Surely not.
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