The best advertising is advertising that catches your consumer of guard. It interrupts their daily flow and makes them conscious of your brand. It makes them aware that they have just interacted with your brand, which sets you apart from all the noise. Sometimes this is achieved through ironic humor in a commercial and sometimes it is achieved through mesmerizing them with subtle use of technology.
McDonalds used reflective material to put up a billboard. During the day it just looks blank, but to night drivers it displays the message “Open All Night” just as they make their pass. In the pitch dark it catches the eye and really makes them look. As they pass they are completely consumed in the billboard and completely conscious of the McDonalds brand.