Skegness is SO Bracing (Great Northern Railway) - poster
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 picture is the adjective. Bracing is an abstraction until a heavy, elderly, entirely ordinary man is shown skipping, and then the word has evidence behind it. Casting him as unglamorous is the decision that carries the poster; a beautiful young figure would have sold an aspiration the day tripper could not claim, whereas this man is the reader. Underlining SO turns a flat statement into spoken emphasis, so the line reads as a remark someone makes rather than a slogan someone wrote. Railway initials at the top, promise at the bottom, one figure between them, and the whole thing survives being read in two seconds from a moving train.
Steal this when
Use this when you are selling an intangible benefit such as energy, calm or relief, and the honest move is to personify it in someone the audience recognises as themselves rather than an ideal. One figure, caught mid-action, with the claim underneath in plain spoken words.