Only one adjective.

Only one verb.

No conjunctions.

                                                 (Hegarty) looked for a very simple, single-minded idea, expressed in the proposition. He said it was his habit to take that one sentence and write it on a piece of paper, below a picture of the product, almost as if it were a headline. Then he would ask himself first whether the juxtaposition of that line and that product made some rational sense, and second, whether it also started to suggest something interesting on an emotional level.

If the answer was yes?

There’s the first ad in the campaign. It’s my job to create something better.

                               

                                                             

                                                                                                 

Now  there  are  three  new  flavours  of  Red  Bull.  

Red  Bull  has  created  three  new  flavour  variants  –  cranberry,  blueberry  and  lime.  

“If the brief is flat, chances are the creative will be flat too.”