This is one of my favourite ads of all time. It was created by Ben Nott and Adam Hunt at Saatchi & Saatchi London.

(Incidentally, Adam now runs an Asian tapas restaurant in Bondi called Mamasan; it's great and you should totally go there if you're in the neighbourhood. But I digress).

One of the interesting features of the ad is that it has a very distinct 'shape'.

The first three-quarters of the message, while somewhat visually engaging, and somewhat semantically intriguing, are basically pretty straight. The payoff - and what a payoff it is - comes at the end.

So you might say that the 'shape' of the ad is something like this:

(I haven't marked them, but I'm hoping it's clear that the x axis represents Time, and the y axis Reward for the Viewer).

It's very hard to imagine this idea being structured any differently. The first three-quarters has to be quite dry and scientific, and the payoff (as with many jokes) has to come at the end.

So does that mean the idea is intrinsically that shape?

Let's look at another one. The famous Sony 'Balls' ad is kinda entertaining all the way through. There's not really a boring intro part, or a boring 'product bit' at the end, and there's no particular climax at any point either. Something like this?  

Then there's a type of ad I like to call the 'Stepper'. This year's Snickers Super Bowl ad works like that. There's entertainment from the beginning, and it just keeps ramping up, with each gag topping the last.

Sometimes there is information that you just have to get across. The 'Climate Name Change' social idea by agency Barton F. Graf 9000 starts out with a lot of serious factology, before unleashing the humour of its central conceit. And once again, I'd argue that this is the only way this idea can work. Giving a shape something like this:

Finally, there's a type of idea that works almost the opposite to that. Entertainment first, and then product message. Example: Little Caesars 'Arm Cast'.

Personally, I reckon that no one shape of idea is actually better than any other. Success comes from recognising what shape your idea is, and executing it in that style.

But what do you think? Any validity to my shape theory? And do you have a favourite shape, or is there one that you hate?