Headline · visual lockup

The pattern

This film 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

'الإثنين بإثنين' rhymes the day with the price, so a viewer who remembers the name already knows when to watch and what it costs. Two real one-riyal notes sit next to the line, making the price an object instead of a figure, and the film posters chalked on the board show what two riyals buys.

The big idea

The offer's name is its price: on Monday any film from the week's selection costs two riyals, and the rhyme 'الإثنين بإثنين' makes the day and the price one phrase.

The offer

On Mondays, any film from the week's featured selection on Invision, stc's interactive TV, for two riyals. Order by calling 907 or through the Invision website.

Lines from the ad

الإثنين بإثنين

Monday for two

اختر فيلمك المفضل بريالين من الأفلام المقدمة لك هذا الأسبوع

Choose your favourite film for two riyals from this week's selection

لطلب الخدمة اتصل بـ 907

To order the service, call 907

Steal this when

When a weekly price promotion needs a name people repeat, and the day and the price can be made to rhyme.