The text continues the story from the point at which she stopped, and at first the reader believes to be reading one more page of her book. The first mention to Pantene appears after many lines, which surprises the reader. Gradually, Pantene invades the story by means of more and more mentions, causing the reader to wonder what is going on.Only when she turns the page she will notice it is about advertising, and that she can detach it and go back to her reading. All this causes a great impact and provides the message with a high recall power.

At a relatively low cost, we reached the women in the desired target by means of an advertisement type in which there is no chance of distraction.