No One Likes a Copycat

One of the most iconic ad campaigns in recent memory is the USDA's
"Got Milk?" program. The idea is pretty great: milk is, for most
people, almost a necessity; therefore, it's a good idea to make sure
you have it from time to time.

Now sit back and think about how many times you've seen that slogan
ripped off. I've seen it on everything from "Got Religion?" (on a
church sign) to "Got Gas?" (on a medical pamphlet).

The easiest thing to do in the creative world is to steal. Anyone can
fill in the blank in "Got ___?", but that doesn't mean you're being
creative, or original, or clever. Instead, dig below the surface.
Great campaigns get at the heart of the product or service and attempt
to bring out their strongest aspects. Just because it worked for
someone else doesn't mean it will work for your brand. It's tempting
to sit back and think that your brand is as essential and universal as
milk--but don't. Even if it is, there are better ways, original ways,
to get the message across.

When you see a great ad or slogan, get inspired, not lazy. Look at why
it works, not how it works. You'll not only be doing yourself a favor,
but you'll be being polite to the artists and copywriters who spent
months coming up with an original idea.