You can lure people by arousing their curiosity, but the best way to keep them interested is to offer them something different.

Jurgen Wolff, scriptwriter

This ad caused controversy…

…it was accused of fat-shaming, although the Cancer research charity behind it responded by pointing out their ads were simply stating facts, and that raising awareness of the issue is critical. Whatever our individual perspectives, it shows the power of communications (and demonstrates the power of omission to intrigue and draw the reader in).