Qlik, a data analytics platform, was running into a problem: It seemed like every other data company was saying the exact same thing: “Transform your data into insights.” Ah! But Qlik’s CMO had a new idea: “More data. More insights. More profit. That’s our promise.”

We found the bluster of it just a little silly, but decided to lean in all the same. I came up with the concept of ads that emphasized what an over-the-top promise this was: Catching the eye by declaring our claims as ridiculous, in big, bold type… and pulling the reader in to see the details that actually allow us to make such major boasts.