I kinda dig these ads that have popped up in several metro stops around DC. They say things like "We don't build UAV's" or "We don't build ships." It's for a company that provides translation services for the military, and I really appreciate the simplicity and focus of their ads, both in terms of the message and the structure.
Very simple - big letters, white background, and a brief description of what they actually do. The big negative statements ("We don't do X") got my attention and made me curious to find out what they DO do...
Sure, I don't need any translation services myself, but if I did, this ad would definitely get my attention.
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