The Holy Grail of advertising is finding a big idea. One that delivers significant results over time, creates buzz and increases sales. These big ideas usually have legs.Pierre Poilievre and his advisors have found one: JustinsultsThe premise is simple. After eight years, everything that's wrong, broken, or frustrating is Justin's fault.Since big ideas are often expressed through simple stories well-told, this premise is delivered in a way that's easy to recall, particularly among those for whom the mere mention of the Prime Minister's given name triggers strong emotional responses.Its expression can be topical to reflect the headlines and Canadians' top concerns: Justinflation.And it can dramatize frustrations with government services: Justinline for passports.The possibilities are many for anyone googling words beginning with the letters “in”. And the repetitive nature of the formula makes it sticky and far more efficient than having to create nicknames for your opponents like Crooked Hillary, Lying' Ted, and Pocahontas.Given social media's undeniable role in influencing voters, these Justinsults portmanteau words offer opportunities to create highly engaging Wordle-type word games on Facebook. What better way to vent your frustrations while being creative than to come up with your own Justinsults and share them with your followers? The multiplying effect of this type of user-generated content on social media platforms is unparalleled.Most importantly, it's a device that can be used to dial up the level of personal attacks. It's only a matter of time before we hear about Justincompetent and Justinsincere.The Liberals no doubt consider these word games a great Justinjustice, but it's not a game.They need to come up with an effective Pierresponse soon, or the pressure will Justincrease.