[Mark uses it too, which makes sense.]
You can see it as a slide in Be Nice or Leave.
It goes like this:
I think this is probably the key to unlocking the awesome, and the biggest win for any kind of brand related action.
We are social creatures - I'm sure you all agree - but we need reasons to be social.
I suspect this is why we have sports and religions - we need to have reasons to congregate, and something to do when we all get there.
The true function of such things is almost certainly phatic and cultural and that.
This T-Mobile spot [which goes live today] from Saatchi London could have used the line as the proposition in their brief - and it seems to have turned out beautifully.