Happy Supermarket - the discount place par excllence, now has a daily souk on top. Now - the ad has a yellow background (so immediately visible) with a retro typography (to indicate emotional proximity to people) and in the backgrond really illustrates what it sells (perishables). When Nike launched its zoom system to coincide with the 1996 Atlanta Olympics it came up with an 8 page fold ad. In the middle was the line "tell us what it is, tell us what it does, and don't play the national anthem while you do it". So there, why make it complex when easy and beautiful does it.