gimmick

When the new Border Security Command was announced, Conservative former home secretary James Cleverly suggested it was a "gimmick" and accused Labour of making up a job that already existed.

Some would also call it a gimmick, which is partly true, except that not even Ogden could seriously have calculated that the song and the story behind it would really catch on.

“No more gimmicks. No more gesture politics. No more irresponsible, undeliverable promises.”

"I pitched this idea to Dianne to have a moment of darkness instead of something that was a gimmick," McCausland said.

It's not a gimmick or a schtick, this is a fully-fledged game of football, at Cliftonhill on Saturday at three o'clock, with all the bells and whistles and with three points on the line.