The second format is "show the need or problem." First, you make it clear that something's not up to snuff in the consumer's life. Then, you introduce the remedy—which is, of course, the product you're selling.

In this Cingular ad, we see a man suffer the dreadful consequences of a dropped cellular call. A screen then appears with the Cingular logo. The text reads: "Switch to the network with the fewest dropped calls."