Most advertising uses a single tone of voice: a mixture of upbeat and gushing, which makes the public feel like they’re being lied to whilst being smeared with oil.
A quick way to stand out is to change the tone.
The original Ronseal ads - Does Exactly What It Says On The Tin - jumped out because the spokesman was so angry about improperly creosoted sheds.
These Tango posters insulted passers-by, and the public loved them because they were treated as a grown-ups who were in on the joke.