One: "If you hate the headline, just say you hate the headline."
It's a condo project. $300,000 and up. Headline says "Buy two and we'll throw in a swell t-shirt." Client says "I don't want to have to give away a t-shirt."
The other one: This is a great use of the web.
Check this out - www.i5slog.com. Part of a Horizon Air campaign for the Portland-Seattle shuttle by wongdoody. I haven't seen other elements of the campaign, but it's a good guess people weren't expected to just stumble on the web site by accident. Somebody went to a lot of trouble for this. Somebody smart.