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Secret Sauce by Harry Mills

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4.

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Unexpected

Surprising, Intriguing, and Seductive

The attentional hotspots in customers’ brains have adapted to our message-saturated environments by developing mental radars and machine guns to detect and shoot down unwanted messages.

To get under the radar, advertisers have responded by doing the unexpected.

In one ingenious campaign, Folgers coffee turned manhole covers in New York City into giant mugs of hot coffee. Painted images of the dark liquid in a round cup were fitted over the manhole covers. They then placed holes in the covers that emitted steam.

When pedestrians walked past in the morning they were greeted by the illusion that ...

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