« We only have one chance to make a good impression. »  This adage also goes for advertising. Our customers are asking us to deliver a message to their consumers. Whether it is about the use of the product, where it is sold, a new flavour, new packaging, a launch or anything else, the main goal is to get the message across.

To do so, I often say that we must find the distinctive feature and use it as a creative springboard. We must “fill” people’s minds with the brand and we must take a stand.  In our communications, we must create a destabilizing impact with the shape of our message. This will lead people to be interested in the form of the advertisement and therefore in our message.

Here are some examples of print ads that I believe have managed to deliver their message by demonstrating a singular attribute of their positioning that is quite destabilizing.