There's something in us that is very much attracted to madness. Everyone who looks off the edge of a tall building has felt at least a faint, morbid urge to jump. And anyone who has ever put a loaded pistol up to his head... All right, my point is this: even the most well-adjusted person is holding onto his or her sanity by a greased rope. I really believe that. The rationality circuits are shoddily built into the human animal.

Mister, we deal in lead.

Home is watching the moon rise over the open, sleeping land and having someone you can call to the window, so you can look together. Home is where you dance with others, and dancing is life.

Time takes it all, whether you want it to or not.

A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.

That's not such a bad thing,' he said to me. 'In nightmares we can think the worst. That's what they're for, I guess.

Rewrite formula: 2nd Draft = 1st Draft - 10%.