Alex Sokoloff and her definition of High Concept, she includes a link to Wordplay and Terry Rossio's article on Mental Real Estate. As Rossio explains, mention something, and people either recognize it or they don't. In Canada, Mental Real Estate might be Tim Hortons, Terry Fox, Celine Dion, Cindy Klassen or Shania Twain. Some say using such a device is a cop out. Some say it's a shoe in. What do you think?
Terry Rossio co-wrote with Ted Elliot: SHREK, ALADDIN, and THE MASK OF ZORRO, to name a few.