That is the sign of a good slogan, tagline, mission statement or advertisement.
If, however, the reader, listener or viewer only “gets it” after further clarification, amplification or explanation, it isn’t much good.
Today Aflac said they might drop the duck from their advertising. Said one exec, “Everyone knows the duck, but they’re not sure what Aflac does…”
It isn’t enough to be clever if people don’t know what something means, or what they should do as a result.
For example, consider Panasonic ToughBook computer ads: you see users having their computers dropped, drenched and damaged, but the computer keeps right on working. There is no doubt in your mind about what a ToughBook is and why you should buy one.
Clarity trumps clever, and the only thing better is clear and clever.