The world is so noisy so either you’ll have to scream louder or do something completely opposite –e.g. Take the silent approach. I’ll like some more arresting images and room for reflection and perception without noise.
The new paradigm in ad testing suggests testing not only the explicit memory but also the implicit memory. New research methods will more easily show the effects of more silent advertising. And hopefully show that you can evoke strong instinctive, cognitive and emotional feelings even without the screaming.