great

When there’s money to throw around, it’s hard to keep it simple (I imagine this to be so, anyway). So I admire the restraint — very British in itself —of the Great campaign. I first saw Culture is Great in the tunnel to trains off Madison Avenue and thought it was about as clever as Summer is Hot or Rain is Wet. But then the repetition of whatever it is one might like to do or see — Shopping, Nature — as Great struck me as just right. Just Great.

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