The only times my parents broke out the fancy silverware, china and linen tablecloth was if we had company come over. (Relatives didn't count.) My parents weren't drinkers, so wine or champagne glasses wasn't involved, but the insight is the same.

Why wait for 'special' occasions? 

In my experience, if you can get the client nodding their heads in agreement with the central premise, you've already won.

This idea played out in a variety of mediums and was the campaign that won the account.