'WHAT TO' TOO?: You Can't Keep a Catchy Grammatical Construction Down

Wieden & Kennedy may not have had good luck with its ‘What to drive’ campaign for Subaru. But now, just months after The Gap signed up W&K, the ‘What to . . .’ construction has reared its syntactical head in an ad for the clothing chain. So, we began to wonder, are there other car slogans that could lend themselves to such recycling? ‘I love what you do for me’ may be somewhat unloved these days by Toyota, but it would serve nicely for any of the liquor brands Saatchi & Saatchi handles for Paddington Corp.