"For mash get Smash."
A few years ago I saw a tv programme that featured that line, and the four - count 'em - four, notes that accompanied it.
The line came first. Then the ad man who came up with it went to 'the go-to guy' for jingles at the time, and had a chat with him about it. The bloke moved over to his keyboard, and said: 'What, you mean something like...' and played the four notes. And the ad man said 'That's it!' And jingle man said, 'No, I just meant, for example, that might be one way you mi'...the adman cut him off: 'No! That's it. Write it down.' And he did. Job done. Nice work if you can get it, eh?