What the ad shows
A red newspaper strip ad shows a giant white 2005, with the final 5 struck through by the dealer's own zigzag ZM logo and a handwritten 6 scrawled below it. A black bottom band carries the Mitsubishi logo, the line 'Now in Arad & Maameer showrooms', and the bilingual Zayani Motors wordmark.
2005
6
Now in Arad & Maameer showrooms
The image belongs to the brand, so we describe it here and link to where it is shown.
Zayani Motors: the 2006 models have arrived
Zayani Motors. Agency: JWT. The ad itself is shown at adsoftheworld.com.
The pattern
This still is filed under Headline · visual lockup.
Define
Headline and picture are one sentence. Remove either half and the claim disappears.
Mechanism
Lockup. The line names what the image will not. The image shows what the line cannot. They are not redundant.
Verdict
We have a picture that completes a short line: wit, contrast, or a second meaning.
Why it works
The strike-through is made from the dealer's own logo mark, so correcting the year becomes the same act as branding it. A reader watches the update happen instead of being told a new model year arrived, which needs almost no copy to work in a narrow newspaper strip.
The big idea
Zayani's own zigzag logo strikes out the final digit of 2005 while a hand-scrawled 6 appears below it, staging the new model year as a live correction.
The offer
New-model-year Mitsubishi cars, now at the Arad and Maameer showrooms; no price or terms shown.
Steal this when
Announcing a new model year, season or price list where the only real news is that it is newer.
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