In desperation, he sat by the pool and wrote a script. While Vernon busied himself with the shoot Terry languished at the hotel, racking his brains. Vernon, a man of style and imbued with a healthy disregard for thrift when spending other people’s money, had booked the world-famous five-star La Mamounia hotel in Marrakech. In Terry’s words: "Frank Lowe unsheathed his disembowelling knife." This presented itself in the form of an ultimatum delivered to Terry over the radio of the minicab taking him to the airport: "Come back with a campaign or don’t come back at all." Frank Lowe unsheathed his disembowelling knife When Frank discovered that Terry was en route to Morocco, all hell let loose. This was unbeknown to Frank, who assumed that Terry would be remaining in London, not flitting off to North Africa. He hoped that the change of scene would renew – or perhaps I should say refresh – his inspiration. On the spur of the moment, Terry decided to accompany him. Frank would have seen to that.īy now, it was December and Vernon was asked to oversee a photoshoot in Morocco’s Atlas Mountains. Serious injury was the best he could hope for and he’d still have Heineken to work on, from his hospital bed. In the end, he decided that his fourth-floor office wasn’t high enough to ensure a good, clean death. Fleetingly, he even considered throwing himself out of his window to escape this life, and the Heineken brief along with it. Terry began to think the unthinkable that he wouldn’t be able to come up with anything. And still there was no sign of the elusive campaign. Yet, eventually, it led to the creation of one of the longest-running campaigns in British advertising history – the operative word here being "eventually".įrank Lowe, CDP’s managing director and, de facto, the Heineken account director, had given Terry and Vernon a month to come up with the campaign. The brief was just that, brief – consisting of only one word, "refreshment".
This yellow card was a creative brief, and it called upon Terry and his partner, Vernon Howe, to create an advertising campaign for Heineken lager. Use the trick you just learned to decide which pronoun is correct.About five years after the launch of Campaign, a sheet of yellow card landed on the desk of Terry Lovelock, a copywriter at Collett Dickenson Pearce. One of the sentences in this picture has a correct pronoun, and one has an incorrect pronoun. Now we know that this sentence is correct: Sierra made fun of I sounds wrong, so we have to replace I with me. Sierra made fun of him sounds right, so the pronoun him is correct. First, we'll try the sentence with just the pronoun him. This sentence has two pronouns, so we'll need to check both of them. If the sentence sounds funny, you'll know you need to change the pronoun. If you have a pronoun and a noun together, try reading the sentence with just the pronoun. Here's a way to make sure you're using the right pronoun in these situations. For example, people are often not sure if they should say Sam and me stole money or Sam and I stole money. It's not always so easy to tell which pronoun to use. If you do, people might be confused about who is doing what in your sentence. For example, you wouldn't say Him needs to buy broccoli, or Sam wrote a letter to she. It's important to use the right type of pronoun when you speak or write. Notice that you and it can replace subjects or objects, so sentences like You should buy it and It looks nice on you are both correct. In our last example, her is the right pronoun to replace Miranda because she's female and the object of the sentence. If you aren't sure which pronoun is right, here's a chart that tells you which pronouns can replace subjects and which can replace objects.
For example, you can probably tell that this sentence is correct: Most of the time, you'll know if a pronoun sounds right or wrong. That's why it sounds wrong in this example. The word she can't replace the object of a sentence. This makes her the object of the sentence. In the second sentence, though, Sam is doing an action to Miranda (stealing). And she is a pronoun that can replace subjects. This means she's the subject of the sentence. In the first sentence, Miranda is the one doing the action (bragging). However, you can't just use the pronoun she every time you're talking about Miranda. For example, in this sentence, the pronoun she replaces Miranda. A pronoun is a word you can substitute for one of these things. You may already know that a noun is a person, place, thing, or idea.
en/grammar/runon-sentences/content/ What is a pronoun?Ī pronoun is a word that replaces a noun in a sentence.
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