I stumbled only once, just for a fleeting moment, when Diego asked the most basic question of all: Why did I want to write taglines for a living? And I told him, to my surprise, the truth. Because they’re sticky. They can’t be forgotten. Even taglines that nobody likes, they’re still impossible to forget. And I loved the thought of that, of being unforgettable. I would be old and senile someday, and my words would still be lodged permanently in people’s heads, stuck there forever. Attachment. That’s what it was all about.
