It’s finally happened, Draymont thought to himself. I’ve run out of ideas.
True, it had never happened before. He had always been able to conjure up one sparkling concept after another. His ads were legendary. He had crafted the “My butt tells me no” campaign for None-Better Diapeys. He was the genius behind “Tell no one!,” the campaign that made Black Tar Hair Dye the number one product in its category. And, of course, it was Draymont who saved the entire Spymaster movie series with the immortal tag line, “See it or we’ll come to your house and beat the living daylights out of you!!!!111!!1!”
So it was a pretty rough row to hoe for poor Draymont that he couldn’t come up with even a single concept for the all-in-on fork, knife, spoon, bowl and plate that Glasmasters, Ltd. had just invented.
“It’s got it all.” He though. No. Too vague.
“Buy it or we’ll come to your house and beat the living daylights out of you!!!!111!!1!” Too derivative. And too desperate.
“Never be without a utensil again!” Too pedestrian.
That’s it. I’ve lost it. It’s over. I’m finished, he lamented.
But then, inspiration struck!
“Everything but the napkin.”
It proved to be roaring success. And Draymont proved once again, the public loves a clever turn of the phrase, no matter how inconsequential or unnecessary the product.