Marcy - An Arrow Collar" - Arrow Collar Man (Saturday Evening Post, 1920; cropped from page 153)
The pattern
This still is filed under Campaign line as series.
Define
One line that can be replayed across executions so the campaign is a family, not a one-off.
Mechanism
Repeatable frame. Each ad is a verse. The line is the chorus. Recognition compounds because the structure is stable.
Verdict
We will run more than one execution and need them to add up in memory.
Why it works
The product occupies maybe a tenth of the image and the face occupies the rest, which is the whole trick - the collar is sold as a consequence of the man, not as a feature set. Naming the shape Marcy turns an undifferentiated commodity into a specific askable thing at the counter, which is how a collar maker gets a customer to request a style rather than a size. The single italic line does the only selling, and it sells compatibility with something the reader already owns and wears, the tight-knotted cravat, so the purchase reads as completing a look rather than starting one.
Steal this when
You sell a commodity component that is only ever seen as part of a whole. Name the variant, show an aspirational whole in which it is a small bright detail, and let one line of copy tie it to what the buyer already wears or owns.