If proof needs be that an ad can be effective without being farfetched, look no further than the new BLC Bank for their Kafalat program. It is not the modalities or interest rates that drew my attention but the simplicity of the ad. "With such an interest your "maslaha" is with us" - in Arabic maslaha means both "type of business" and "benefit" at the same time. See? That was not so difficult! Yet very effective.