I just discovered I'm the only person in the office who wanders the streets filling in (in thought, if not in actual practice) the missing 'i' in every 'To let' I see. With the current property crunch, and surfeit of signs, this keeps me pretty busy on my travels about town. Today, one of our execs happened to have a similar visual on her desk (not sure why), and I happened to mention the missing i... only to receive blank stares all around. Come off it (I said) - this is a wind up. Surely everyone does this? How can you possibly resist the thought? But no - despite detailed interrogation - it seems only certain creative directors are prey to this 'unnatural' urge. I have to say, for me, it conjured up memories of the Python sketch where the guy called Smoketoomuch responds to the retort "Well, you'd better cut down a little" with the reply "I'm sorry?" ................................................................................................................................................................... It's probably true to say that there's a bell-curve distribution of this trait within the population (and the word-obsessed like me sit on the far right), but I'm sure most people could complete the sentence "Beanz Meanz *****" with little effort. This phenomenon - closure in Gestalt pyschology - is something we all use to train our kids, yet is becoming something of a lost art in the world of marketing communications. Jingles are pooh-poohed as some throwback from the sixties, yet I wonder have adult brains changed any in the intervening decades? Surely not. And in this over-advertised hypercluttered media environment, maybe a few short and sharp taglines are just what's needed. Words are powerful little devils if they're kept lean and hungry, and then unleashed upon the right victims.