When is a tag line not just a tag line? When the tag line is so fitting and memorable that it sums up the essence of the client’s mission and vision in just a few words. If written well, a tag line is one line of pure gold. In WNY, where our ethnic heritages are celebrated with pride, the line, “I gotta guy” refers affectionately to any professional service one is willing to personally endorse. Capitalizing on that notion, and a connection with a DeNiro look alike actor, made for a perfect storm of creativity and award winning excellence in this campaign.