David Hyde Pierce is a much-beloved actor, but he’s an equally talented theater director. For his production of Ripcord, a whiz-bang comedy about rival roommates in a nursing home, Pierce proposed a campaign reminiscent of boxing ads. Although the characters in Ripcord never go near a ring, the idea was inspired. It gave us a goofy vocabulary that made all my writing (tagline, tv, social and beyond) pure, knockout fun.