#2 The one thing best print ads have in common (and how you can use it as well)

Holding attention in a world full of content noise

We live in a world where the average person encounters over 6,000 product messages daily. Most of tham get ignored — not because the products lack value, but because the messages fail to grab and hold attention.

So, how can your content stand out and get noticed?

One proven method lies in a simple yet powerful tool: strategic ambiguity. It's a creative trick used by some of the world's best print ads, and today, I'll show you how it works.

This isn't just theory — it's a repeatable technique you can apply to your content, no matter your budget or resources.

Let's dive in.

What is strategic ambiguity?

Strategic ambiguity adds just enough mystery to your content to make your audience pause and think, "What's going on here?"

It's not about confusing your audience but inviting them into a creative puzzle that captures their attention and keeps them engaged. This process transforms a passive viewing experience into an active one, giving your message a greater chance to resonate and stick.

Instead of reading your message, your audience experiences it.

Introducing the creative equation

At the heart of strategic ambiguity lies what I call the creative equation.

This approach combines two key elements:

1️⃣ A creative visual metaphor (the equation):

• A compelling image that grabs attention and sparks curiosity.
• It includes an intentional lack of clarity, prompting the audience to linger for a moment to figure it out.

2️⃣ A textual explanation (the solution):

• A concise message that resolves the ambiguity.
• It provides clarity and memorably delivers the core idea.

In just a few moments, your audience moves through three decisive stages: Attention, → Curiosity, → Clarity.

This quick journey makes your message stick and creates a sense of accomplishment for your audience. This, in turn, makes your message much more memorable.

Examples of creative equations

Below are five standout examples from agencies around the world. Each demonstrates how strategic ambiguity can grab attention, engage curiosity, and deliver a memorable message.

Let's break down how they work!

#1 Škoda Glasses (Agency: Saatchi & Saatchi, Istanbul, Turkey):

Why are glasses and this person facing different directions?
It helps stress the importance of headlights turning the way your car turns (and with Škoda's adaptable lights – they do). ​

#2 Bose Minimize Noise (Advertising school: Southern Methodist University, Dallas):

Why is this barking doggo so small?
Because Bose's active noise cancelling headphones minimizes the noise.

#3 WMF Fly (Agency: KNSK, Germany):

Why is this fly cut in half?
Because WMF knives are sharper than you think.

#4 Bosch IXO (Agency: Jung von Matt/Elbe, Hamburg):

Why is this wooden board twisted into a circle?
Because Bosch's power tools are unexpectedly powerful.

#5 Logitech Precision, at your fingertips (Advertising school: S.I. Newhouse School Of Public Communications, Syracuse, USA):

Why is this gaming mouse from Logitech shown with a rifle?
Because it is so acurate, that it feels like you are weilding a weapon yourself.

What we see in these examples

What these examples have in common:

• all five examples work as creative equations – they all use strategic ambiguity
• the visual in them attracts the attention
• deliberate ambiguity raises questions
• we look for answers to understand what is happening
• the text part (or the rest of the ad) provides clarity and helps us solve the equation

It's like a trap for the audience's attention – people are presented with a creative equation and tasked to solve it.

Creative, clear, and memorable.

Why use creative equations?

Here's what creative equations can do for your marketing:

• help break through content noise to grab attention
• make your message stick by turning it into an experience
• improve the performance of your ad spend by delivering impactful messaging
• level up your content and stand out from the competition
• build a stronger connection with your audience through engaging narratives
• transform content creation into a more fulfilling process
• streamline your creative process with a repeatable idea-generation method

All this without support from creative agency.

Why am I writing about this?

For a long time, creative concepts felt out of reach for marketers without access to creative agencies.

But here's the truth: creating standout concepts isn't reserved for a select few. It's a skill anyone can learn—as long as they have the proper techniques and processes.

That's precisely why I'm starting this new content experiment.

I'll break down:

• actionable creative techniques
• example breakdowns
• common mistakes (and how to avoid them)

My goal? To help you create your first creative concept and turn it into a repeatable, reliable process.