Whether you prefer calling them strategies, propositions, SMPs or just ideas, all ads should start with something like this.
Bike Helmets - Feel naked without it
Who's crazier, the naked person wearing a helmet or the clothed person without?
Schweppes - Mixer with Spirit
Post It Notes - The original memory stick
Telecoms - Just because you're apart, doesn't mean you can't be together.
Being on the phone to someone doesn't always mean you have to talk
Whiskey - Goes well with silence