Mutter der Mann mit dem Gaskoks ist da! (Bild 5)
The pattern
This still is filed under Image carries the claim.
Define
One image does the entire argument. Copy, if any, is a caption, not a second ad.
Mechanism
Pictorial claim. The picture is readable as a sentence. If we need a paragraph, we picked the wrong picture.
Verdict
The idea is visual and the surface is a poster, a feed, or a silent frame.
Why it works
The headline is a child's shout, not a claim, so the copy arrives as something overheard rather than something sold. The picture supplies the proof the words skip: the stove is lit and the woman is comfortable before the delivery man has even entered the frame, which puts the benefit in the present tense. Painting the message onto a board inside the scene lets the type be large and flat without breaking the illustration's world. Scale carries the whole hierarchy, since only the brand word is enlarged, so the stamp still reads at postage size.
Steal this when
Use when the product is a commodity nobody can tell apart and the only available difference is the feeling around getting it. Put the claim in a character's voice inside a scene where the benefit is already visibly underway, and enlarge one word only.