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Once, in San Francisco, there was a tradition in advertising circles that, although informally observed, seemed an invariable part of the copywriter’s portfolio review. After leafing through a few flimsy pieces of your inadequate copy, the creative director would stop everything and ask: “Have you ever heard of Howard Gossage?”
You would then be introduced to the Irish Whiskey ads that stopped mid-sentence, to be resumed the following week in The New Yorker (“It’d be like teaching your grandmother to” / “suck eggs.”).
Or
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