Sanka decaffeinated coffee ad, Good Housekeeping 1932
The pattern
This still is filed under Problem-agitate-solve.
Define
Name the problem, make the cost of leaving it felt, then present the way out as relief.
Mechanism
Tension then release. The offer is not an interruption. It is the only door once the cost of staying is clear.
Verdict
The problem is known but not yet urgent
Why it works
The ad attacks a resolution rather than a product, which lets it side with the reader against her own willpower instead of asking her to exercise more of it. The photograph and the white outline cups carry the whole problem before any copy is read, so the body opens with agreement already established. The night-test is the strongest device on the page: rather than asserting that the coffee will not keep her awake, it hands her a one-night experiment whose result she will own, which converts the claim into her own evidence. The AMA acceptance, quoted rather than paraphrased, supplies the authority a taste argument cannot, and the closing reframe turns giving something up into taking something on.
Steal this when
Use this when your product removes a penalty rather than adding a benefit, and the audience has already tried and failed to solve the problem by self-denial. It is the right shape whenever you can propose a cheap, fast test the prospect performs on herself and reads the result of the next morning.