Was that someone at the window?" Sanka Coffee ad, Ladies' Home Journal 1948
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 opens inside a fear the reader has already had, and withholds the product for six paragraphs while the fear is agitated, so the copy earns the right to diagnose. The diagnosis is the whole trick: a symptom the reader has always attributed to her nerves is reassigned to a specific external cause she can remove, which turns an untreatable personality problem into a purchasing decision. The illustration never shows a prowler - the menace is the sleepless man's own shadow - so the ad dramatises imagination rather than danger and stays honest to the copy's argument. Naming the exact figure 97% rather than claiming caffein-free keeps the claim defensible, and the closing box answers the obvious objection by insisting it is still real coffee.
Steal this when
Use this when your buyer already suffers the symptom but blames the wrong cause, and your product removes the cause. Open in the middle of the symptom at its worst hour, agitate before you name anything, then reassign the blame and hand over the substitution.