Newspaper advertising is no different from any other area. 95% is either mediocre or just plain rubbish. Which is great for anyone who wants to get their product noticed. All they have to do is:

a)    Find out the single most impressive thing to say about it

b)    Say it as simply as possible

c)    Put it on the page in a striking way, therefore giving readers no option but to look at it

These are all very obvious. But try finding a press ad that does all three.

Joe's Porsche
Tells it like it is and makes you like the garage for having the courage to do so.

The Narragansett
Not only makes you want to go there, but, makes you wish they were not closing down.

Motel 6
Makes you feel like an idiot for all that money you've wasted over the years asleep in fancily decorated hotels. Also its art direction makes it unavoidable.

Mothers Against Drink Driving
No visual. No clever headline. Just a very clever thought.
Having worked on the Drink Drive account you wonder how on earth advertising can persuade someone not to drink and drive.
Like this.

Lotus
Sometimes an ad without a logo can intrigue people finding out more about a subject or product they might otherwise avoid.

Ammo - So which worm is more dead? ad
A great argument. Well presented. You've no option but to kill your bugs with this product. Makes you wonder about the kind of snobs who think its worth paying that little bit extra to kill bugs with expensive bug killer.