To-day is the Day - Uneeda Biscuit" slicker-boy ad (1904)
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 ad carries no argument and almost no words, so everything is loaded onto one mnemonic figure. The slicker boy is a visual proof device disguised as charm: rain gear plus a dry package says moisture-proof without a claim that could be disputed or ignored. The invented, phonetic brand name is set larger than anything else because the whole strategy was to train shoppers to say it out loud at the counter, which is the only way a packaged good beats a commodity barrel. Four words of headline create urgency with no reason, which works because the product needs trial, not persuasion.
Steal this when
Use this when you are launching an invented brand name into a category people currently buy generically, and the name has to be repeated until it is asked for by name. Also use the slicker-boy move whenever a product benefit is physical and can be dramatised by a character in a situation rather than stated as a claim.