The healing power of Morocco soothes our Breaking Ad nerves today with a series of 'illnesses' easily cured by a trip to the North African country.

It's rare for a travel ad not to feature a beautiful image of the destination in question, or even a list of hotel rates or flight prices, but by eschewing the clichéd and trying something new, Morocco Therapy really stand out in newspapers.

Humorous and intriguing the fictional maladies listed fit perfectly with the 21st Century woes facing many readers in these turbulent economic times. The tongue-in-cheek tone and URL call-to-action are enticing without a hint of the 'hard sell' about them, and the fun, 'soft sell' continues on the website.

This is a good example of newspapers being uses to build a brand (in this case a destination) rather than as a tactical medium to promote last minute deals. The advertising taps into the reader need to be entertained and informed by their newspaper.

Multiple executions work well here, with the individual ads promoting enjoyment and engagement, encouraging the reader to look out for more. At the same time, they build into a strong and entertaining overall communication for the Moroccan 'brand'.

To find out more about surprising your audience in newspapers, take a look at our research into creative best practice, and look at our award winning ads that form part of The ANNAs. You will also be interested in our 'newspapers build brands' research. Alternatively, you can browse the NMA's research here.

If you'd like further information regarding the NMA and its research please contact us on 020 7182 1700, or email enquiries@nmauk.co.uk

This ad appeared in newspapers in the UK