I really like a headline that take a common phrase and gives it a slight twist; an eye-catching, ear-catching difference. Years ago, when I was working on LifeSavers, the art director and I came up with the idea of calling LifeSavers “The U. S. Mint,” based on their popularity. The account guy we presented the thought to came up with the idea of asking us to leave his office.
So I wonder if that unresolved hostility is part of the reason I like the bus shelter ad above. The ad, for Trident gum, takes a common idiom, “Mint Condition,” and gives it a nice twist. As Wikipedia puts it, “Originally, the phrase comes from the way collectors describe the condition of coins. As the name given to a coin factory is a "mint", then mint condition is the condition a coin is in when it leaves the mint. Over time, the term "mint" began to be used to describe many different items having excellent, like-new quality.”
If you can’t read the entire ad above (based not on your literacy but on my poor picture taking), it says: “Mint Condition. The most delicious of all the conditions.” Sure, a little generic (any minty item could use the claim), but preemptive and clever and, well, a good idea.
Isn’t there a cliché or familiar phrase you could twist, alter, adapt, change, or tweak to get a nice notion you might own? Bet you a mint condition penny there is!