Olay eclipses the competition
This ad by Saatchi & Saatchi for Olay is an excellent example of creativity at full stream. When competitors usually come up with a brilliant ad campaign, like how Ponds did, you have to think of something special to outdo them. The message of the Ad is very clear and you just cannot mistake the product for anything else. That the product causes an eclipse for you from the sun is a great selling point irrespective of its true effectiveness.