Place the product or its benefit in an environment where it logically shouldn't exist.
"Where would our product be most surprising yet instantly meaningful?"
Work through these questions to generate ideas:
Ideas in this space might look like:
"Where would our product be most surprising yet instantly meaningful?"
Tide hijacks other ad genres (car/beer/etc.) by revealing that any scene with impossibly clean clothes is actually a Tide ad.
Public scenes where you expect phones (bus stop, queues, hanging out) show KitKat bars instead, making take a break literal via the wrong object/context.
A city poster becomes a working beer tap—beer exists in a billboard context to prove product appeal + reward engagement.
