The oldest trick in strategy is telling you that it's not X, it's Y — worn enough by now that AI produces it on autopilot, and still one of the most useful things anyone in a brief can do. This episode is about what separates a reframe that lands from one that smells like nonsense: how far the new frame can sit from the old one before it stops being believable, why the good ones think smaller rather than bigger, and whether a reframe expires once it becomes the norm. Corona as summer in a bottle, Dove's real beauty and the enemy it keeps outliving, Avis trying harder, Heinz's impossible bottle, and Strepsil that built a campaign around tasting revolting. Also a payments ad whose wordplay went wrong enough that Burger King answered it.
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