The key to a lot of successful advertising is focus.
You find that one major selling point of your product or service and you articulate or represent that, and only that, to your audience.
Another way is to demonstrate your product or service is in unexpected ways. Here’s how romance novel publishers Harlequin are demonstrating their product – by bringing their romantic characters to life (complete with hidden cameras to catch the reactions) in the modern age.
Not weird, not weird at all!