How does your tag line stand up?

Testing a Tag line for Effectiveness:
The line may look good on paper, but there are some tests you can give the words to see if they really work:

Does the line help when you're ordering the product or service?
Some examples that do:
"I want to have 'the ultimate driving machine'." (BMW)
"Give me 'taste. Not waist'." (Weight Watchers Meals)
"'Why fool around with anyone else?'" (FedEx)

Some examples that don't:
"I want a beer that's 'good, but not that good.'" (Tennents)
"I want two tickets to Brussels on 'Britain's second-largest international scheduled airline'!" (Air Europe -- now out of business)

Does it prompt a sarcastic or negative response?
Some examples that do:
Delta Airlines: "We get you there."
Mobil: "We want you to live."
FileMaker software: "What's your problem?"
Eastern Airlines: "We have to earn our wings every day."

Does it sound a bit pompous?
This is where you read the line with the utmost gravity, like an American narrator in a 50's corporate film, giving it the true spin of importance. These fail the test:
Ariel Ultra: "Digests the fatty food stains ordinary compacts leave behind at 40°."
Churchill: "Surprisingly passionate about insurance."
Kyocera: "Doing what others dare not."
Olivetti: "Our force is your energy."
The Hair Clinic: "Where excellence is an everyday word."

Does it reek of 'corporate-speak', sounding unreal?
Most banks: "Where people make the difference."
Ames Rubber: "Excellence through total quality."
Neptco: "Committed to innovation, quality and service."
Powergen: "We do everything in our power to put you first."
United Research: "Accelerating strategic change."

Does it make you say "Ho hum...", like these?
Cadillac: "It out-steps its own great traditions!"
Izod Lacoste: "We are what others pretend to be."
Staffordshire Building Society: "A real building society -- mutual since 1902."
Currie Motors: "Nice people to do business with."
"Visit your Tetrad stockist and discover the Tetrad lifestyle."

Does it make you say "Oh yeah?"
These do:
British Rail. We're getting there.
British Telecom. It's you we answer to.
Kmart. Changing for the better.
Tellabs. Leadership in providing innovative solutions to the telecommunications industry worldwide.

Does it sound a bit mixed up?
Caltex Oil. At the heart of your engine. And the community.
XS Health. Medical insurance for you. Because you don't get ill.
Stillwell Ford. We put people in front of cars.

How did yours do? In any event, here's to more creative, effective slogans.