The art of surprise

Surprise and humour are powerful tools in converting awareness into interest, and interest into desire – all in keeping with the classic AIDA model. And here is one of my favourite examples (ever), a brilliantly executed teaser.

Open magazine. Browse. Come to a page on the right as below:

Adidas shoe teaser

Not much info, wonder what that ad was about. Let’s turn the page …

Adidas shoe revelation

This is brilliant. The name SL3 fits perfectly with the colours of the ad – Mercedes silver. Even the font looks like the corporate Mercedes font. The teaser page has you expecting sports luxury from a car. Only to be surprised by sports luxury in a shoe.

Top points for creativity.

Alex Woodruff

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