Caliberg. That was my idea.

I was working on a promotional campaign for the launch of the Dodge Caliber years ago. Our tagline was "It's anything but cute." I interpreted that as it's a tough small car. So I created this contest where we freeze the car in a block of ice. Contestants then cut through the ice and the first to reach the car and start it, wins the car.

Caliber - Caliberg, get it?

My creative director got it. He liked it, but my interpretation was off. "Anything but cute" meant Caliber was a small mischievous car.

So Caliberg was dead, but the idea didn't have to be. Months later, I was working on a campaign to demonstrate the toughness of the Dodge Nitro SUV and Nitro On Ice was born (which later became Hot Shots Melt Off). We just ended up freezing a different vehicle.

Good idea/bad fit is a common occurrence. Still keep that good idea tucked away somewhere. There may come a time when it will be perfect for something else.