Related Clues:

• Really hard work to get article's strapline
• Motto found in record kept by hospital
• Pitcher’s idea
• Uphill task, introducing a new motto
• "I'm Lovin' It," for example
• Work hard on article and campaign line
• L'Oréal's 'Because We're Worth It,' e.g
• L'Oréal's "Because We're Worth It," e.g
• Translation of Latin e.g. that's funny
• Campaign line
• 'She walked off the street, into his life and stole his heart,' for 'Pretty Woman'
• “Reality is a thing of the past” for “The Matrix,” e.g
• Hard work, many discovered, to produce advertising jingle
• Slowly and deliberately work on an advertising phrase
• After hard work, a new catchphrase