Dizzy's Club Coca-Cola.

These mock-ups are here with my own lousy art direction as remnants of a strategy I found very interesting.

Jazz at Lincoln Center was launching a new club, Dizzy's Club Coca-Cola. Clunky name, great place. Live jazz, good food, great room, and for one brief moment in the development of the advertising they wanted to sell something I'd never sold before: uncertainty. It's the thing about jazz, you never know what it's gonna be. Improvisation is the very heart of it.

The strategy quickly changed to something else and for a second we had another line I liked -- playing on jazz's history of bombast it was: "Jazz Center of the Universe." Ultimately, a line I'd written as a headline was plucked out of the chorus to become their current tagline: "Tap your inner jazz."