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I coined the phrase “Relevant Shock,” decades ago. It means that a headline should be surprising, (shocking), but have a real connection to the idea of the ad, (relevant). The example I usually use is Santa Claus. To see Santa in December is relevant, but not particularly shocking. But to see Santa in full costume on a beach in July, while certainly surprising, is probably not relevant to your story. You want something that does both.
And I think this campaign for the Partnership for Drug-Free Kids is a good example of Relevant Shock. The headline is: Kitty litter can save a life. It is an intriguing thought, which certainly lured me into reading the copy. (And it is astonishing that prescription drug abuse kills more teen than heroin and cocaine combined.)
If you have expired prescription drugs or other meds, the ad suggests you conceal them in an undesirable place, and throw them in the trash. Kitty litter is the example they use in this ad. Another suggestion is to mix the meds with your coffee grounds.
Tough topic. Nice ad.
Got the idea?