Hats off to the brilliant marketer who figured this out:
In addition to a very clever near-homophone, it’s the marketing trifecta in six letters:
Who’s it for?
What’s it for?
What’s the promise?
It’s arguably the broadest “who” of any sign I’ve seen this season — and it works so well because the “what” and the promise are so clear.
Flip it back around, and it’s the entire campaign — and the stakes — neatly summed up.