What you may not know is that F. Scott Fitzgerald made his living as an advertising man in the 1930’s. For the grand sum of $35.00 a week.
He was given a raise for writing this deathless prose for a steam laundry in Muscatine, Iowa: “We keep you clean in Muscatine”.
For any copywriter, reducing an entire concept to just a few well-chosen words is always a challenge. A great advertising concept, whether it is a slogan or a logo, gets the point across simply and directly.
Or in the words of Blaise Pascal: “I have made this letter longer than usual because I lack the time to make it short.”
When creating great advertising, what you leave out is as important as what you leave in.