This is from the Gertrude Stein school of concepting. "A rose is a rose is a rose." Repetition is a great way to guide the customer to a "disruptive" conclusion. For example, if you see an image with 30 red balls and one black ball, your eyes will be drawn to the black. The brain looks for disruptive patterns.
A few years ago I was working with AD Pat Wittich on a Martin Agency project. The Cleveland Indians had just won the pennant. After a few hours, I started looking at the politically incorrect but memorable Chief Wahoo and his smiling face. I thought "what if we changed the smile to a frown for 40 years or so and then the final one would have a smile?"
Here are two that work well. One is the for Nescafe demonstrating the benefits of decaf and other other was done by the Swiss-Tibetan Friendship Society. If you don't look closely, you may miss it.
The variation on repetition is to repeat an certain item and equate is to your product. Typically it's something like five rows of fruits and vegetables = one pill. Or the great Volkswagen ad that showed the same VW bug year after year. The message was why mess with what works?
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