Here’s a classic from Heineken. Note that humor carries the day, with nary a feature or benefit to be seen until the final billboard–and what a benefit.

It makes us think about how increasingly important–and difficult–it is these days to just capture someone’s attention. This particular riff on My Fair Lady is certainly out of date. But it points up the resonance of story in advertising. The situation here is certainly outrageous and silly–but it’s not just outrageous and silly. It’s a story that connects with another cultural touchstone–and, thus, with the audience.

And even if you don’t connect it with My Fair Lady, it’s funny. Thanks to Brand DNA for the tip.