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REBRANDING

New York Times, Sunday, December 20, 2015

Author:
Peter Wentz
Editor:
Will Shortz
TotalDebutLatestCollabs
339/27/20078/31/20180
SunMonTueWedThuFriSat
200121216
ScrabbleRebusCirclePangram
1.81005
Peter Wentz

This puzzle:

Rows: 21, Columns: 21 Words: 140, Blocks: 72 Missing: {QZ} Spans: 1 Scrabble average: 1.73 This is puzzle # 22 for Mr. Wentz. NYT links: Across Lite PDF
Peter Wentz notes:
Several months ago, Will sent out an email of the NYT crossword inventory to Cruciverb-L, noting that there was a demand for non-rebus Thursday and Sunday puzzles. Coupled with having a ... read more

Several months ago, Will sent out an email of the NYT crossword inventory to Cruciverb-L, noting that there was a demand for non-rebus Thursday and Sunday puzzles. Coupled with having a few themed puzzles recently accepted at the newly launched BuzzFeed and Wall Street Journal crosswords, I figured it'd be worthwhile to broaden my submissions to The Times. Can't remember exactly where the germ of this idea started, but I recall the moment that I discovered EVERYBODYLIKESSARALEE had twenty-one letters was when I knew this one had a serious chance.

Having not attempted it in quite a long time, I found that cleanly filling a Sunday-sized grid can rival creating a traditional themeless. As XWord Info shows, the average word length is much higher than the early week puzzles and can be surprisingly close to the weekend's unthemed offerings. Plus, the risk of dupes increases with the number of entries.

Oh, and here's hoping this theme will be seen as silly and lighthearted, rather than grammatical pedantry! Happy solving everyone!

Jeff Chen notes:
Famous ad slogans, 'corrected.' Neat finds; so many companies using grammatically incorrect slogans. I liked the ones which created ridiculous-sounding phrases. Funny to imagine a poor ... read more

Famous ad slogans, "corrected." Neat finds; so many companies using grammatically incorrect slogans. I liked the ones which created ridiculous-sounding phrases. Funny to imagine a poor marketer arguing why DO YOU HAVE ANY MILK would make for a bad campaign.

Subway's logo

The others were so similar to the base phrase that they didn't do very much for me. I found it more fun to have a completely ridiculous "correction." Additionally, THINK DIFFERENTLY and EAT FRESHLY had the same correction — and they were the first two themers I uncovered. I wasn't a fan of that duplication.

I was befuddled by YES WE HAVE THAT. Something like "We got that" sounded vaguely familiar for … Office Depot? Kinko's? Ah, it's Staples, and it's "Yeah, we've got that." The rest of the themers were very familiar to me — I wonder if this one is an outlier, or if I'm just not tuned in at all to the office supply sphere.

Some nice fill as I'd expect from Peter — STAR JONES, RETRONYM, JOSTLE/FJORDS, BODES WELL, etc. helped keep up my interest level. Peter's spot-on when it comes to Sundays being very tough to cleanly fill — we'd rarely see AH SO, SKED, MST, etc. in one of his themelesses. Still, it's strong gridwork.

A couple of things that might be confusing:

  • LEED apparently stands for "Leadership in Energy & Environmental Design."
  • How is BACON [Earnings, so to speak]? Think of "bringing home the bacon."
  • Who the heck is ALIG and what is "Booyakasha!"? Inserting the space to make ALI G might clear that up. (I can't stress how much I loved this clue!)
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© 2015, The New York TimesNo. 1220 ( 24,148 )
Across
1
Chipped beef go-with : TOAST
6
Plugged in : AWARE
11
Subjects of frequent updates : APPS
15
Tennis's Wawrinka, winner of the 2015 French Open : STAN
19
Wet spot : OASIS
20
Sophomore's choice : MAJOR
21
"Language of the unheard," per Martin Luther King Jr. : RIOT
22
"Duh, I get it" : AHSO
23
"Corrected" slogan for a tech company? : THINKDIFFERENTLY
26
Matriarch of six of the 12 Tribes of Israel : LEAH
27
Bounce : OUST
28
Regarding : ASTO
29
Keeper of the flame? : WICK
30
Majority of Saudi Arabians : SUNNI
31
Kind of tone : EARTH
33
"Corrected" slogan for an office supply chain? : YESWEHAVETHAT
37
Anna Karenina's lover : ALEXEI
39
Deer hunter's prize : STAG
40
Skaters' leaps : AXELS
41
Who might say "I'm I. M." : PEI
42
Rating for many HBO shows : TVMA
44
Early co-host of "The View" : STARJONES
49
"Corrected" slogan for a fast-food franchise? : EATFRESHLY
52
Feudal superiors : LIEGES
53
"The Boy Next Door" star, to fans : JLO
56
Elbow : JOSTLE
57
Sources of some rattling : SABERS
58
Milkmaid's handful : TEAT
59
Earnings, so to speak : BACON
62
Tubs : VATS
64
Fall back on, as in desperation : RESORTTO
66
"Corrected" slogan for a dessert brand? : EVERYBODYLIKESSARALEE
71
Gambit : BOLDMOVE
72
Gambit : PLAY
73
Molly who wrote "Bill of Wrongs" : IVINS
74
Hogwarts delivery system : OWLS
75
Dweeb : WIENIE
77
Confine : ENCAGE
81
Measure of inflation, for short : PSI
82
Calligraphers : PENMEN
83
"Corrected" slogan for a hairstyling product? : ADABWILLDO
87
Shows promise : BODESWELL
89
Thom ___ shoes : MCAN
90
Short note? : IOU
91
"When in ___, tell the truth": Mark Twain : DOUBT
93
Second : AIDE
95
Took, as a test : SATFOR
97
"Corrected" slogan for a frozen breakfast food? : LETGOOFMYEGGO
102
Aunt in "Uncle Tom's Cabin" : CHLOE
103
Reflective writing : ELEGY
104
Certification for eco-friendly buildings, for short : LEED
105
"Funny bumping into you here" : OHHI
107
"Unfortunately ..." : ALAS
110
Seaside scavenger : GULL
111
"Corrected" slogan for a dairy product? : DOYOUHAVEANYMILK
115
Hot rod's rod : AXLE
116
Took a card : DREW
117
President-___ : ELECT
118
"Duck Dynasty" network : AANDE
119
Action-oriented sorts, supposedly : LEOS
120
Surfaces, in a way : TARS
121
Targets of cons : MARKS
122
Work with the hands : KNEAD
Down
1
"Africa" band, 1982 : TOTO
2
First Ironman locale : OAHU
3
"From my perspective ..." : ASISEEIT
4
Possible black market cause : SINTAX
5
"Naughty!" : TSK
6
Buggy people? : AMISH
7
Drift : WAFT
8
Driver who won the Indy 500, Daytona 500 and Le Mans : AJFOYT
9
European deer : ROE
10
Get things wrong : ERR
11
"The Terminator" star, to fans : ARNIE
12
Bit of marketing : PITCH
13
Oktoberfest dance : POLKA
14
It's a mess : STY
15
Signs of respect : SALUTES
16
Hurricanes' grp. : THENHL
17
Yoga poses : ASANAS
18
Like three Cy Young games : NOHIT
24
Indirect objects, grammatically speaking : DATIVES
25
"Oh, gross!" : EWW
30
Sides in a classic battle : SEXES
32
"Acoustic guitar" or "terrestrial radio" : RETRONYM
34
"Hey, relax!" : EASY
35
___ Pepper : SGT
36
Hudgens of "High School Musical" : VANESSA
37
Big lug : APE
38
Shepherd's workplace : LEA
39
Pioneering stand-up comedian : SAHL
43
El Paso setting: Abbr. : MST
45
Admission of 1959 : ALASKA
46
Josh : RIB
47
Gibes : JEERS
48
Figures in bedtime stories : OGRES
50
Nordic wonders : FJORDS
51
Charge : LEVY
53
"Romeo Must Die" star, 2000 : JETLI
54
Approach evening : LATEN
55
Missouri River natives : OTOES
57
It makes a turn at the entrance : STILE
58
Globetrot : TRAVEL
59
Some jazz : BEBOP
60
Promises : AVOWS
61
Ma uses them : CELLI
63
Like ibexes : ALPINE
65
Cover's opposite : ORIGINAL
67
Greeted with respect : BOWEDTO
68
Like shepherds' charges : OVINE
69
Holds to be : DEEMS
70
Scrutinized : EYED
76
Mint : NEW
78
Subject for one studying onomastics : NAME
79
Ottawa-based media inits. : CBC
80
Flooded with : AWASHIN
82
Submarine near the Gulf Coast : POBOY
83
TV character with the catchphrase "Booyakasha!" : ALIG
84
Rope from a ship, say : LIFELINE
85
"Whoop-de-___" : DOO
86
Start of the Lord's Prayer : OUR
87
Band with the first video on MTV, with "the" : BUGGLES
88
Connectivity issue : LAG
91
Having all the add-ons, say : DELUXE
92
Singer of the aria "Ora e per sempre addio" : OTELLO
94
Let, e.g. : DOOVER
96
Barring no one : TOAMAN
97
Corporate department : LEGAL
98
Plants : FLORA
99
Stephenie who wrote "Twilight" : MEYER
100
Cartoonish shrieks : YEOWS
101
URL ender : EDU
102
I.M. sessions : CHATS
106
"Fiddlesticks!" : HECK
108
Photographer/writer Arlene : ALDA
109
Short timetable? : SKED
111
Chemical used to fight malaria : DDT
112
Border line? : HEM
113
Like : ALA
114
Talk up a storm : YAK

Answer summary: 10 unique to this puzzle, 1 unique to Shortz Era but used previously.

Found bugs or have suggestions?