"Beat the heat!"

I hate this phrase. Everytime I hear it, for no good reason, I cringe. The thing is, I don't consider it a phrase, because a phrase is spoken by people, in day to day conversations. This annoying combination of words has only every been used in bad advertising. Ever heard your friend say, "darn good thing I got this popsicle, it's helping me to BEAT THE HEAT!" No. Not even close. It's slogan. I bet the clever bugger that first came up with it is rich as sin. I bet he uses it in conversations, and I hope his friends tease him about it. I would.