It seems to me that short words work best and old words better.
As examples, the following well-known phrases provide good context, framing and relevance:
Talk to me.
It’s the economy, stupid!
Can you hear me now?
Are you better off today?
I have a Dream!
Words That We Remember:
You talking to me? … Taxi Driver movie.
Where’s the beef?
Let your fingers do the walking.
Melts in your mouth, not in your hand.
We bring good things to life.
Mr. Gorbachev, tear down this wall!