allow (something) full play

To develop something completely. That's a good concept, and I think we should allow it full play in our new ad campaign.

Name	Pronounced	Usage
Laxman	-	Indian, Marathi, Hindi, Telugu
Merritt	MER-it	English
Heber (2)	HEE-bər (English)	Biblical
Antti	AHNT-tee	Finnish
Alwyn	['ælwin]
Fedor	-	Russian