Just seen the print ads for Burger King, talking about the 100% beef nature of one of their burgers. (Or all of them possibly).
Not sure whether there is much clever planning going on there, it doesnt feel like it; but they are some very nice executions:
"As much beef as is mathmatically possible"
"Beef, the whole beef, nothing but the beef"
"99.99999999999999999999999999999999999% is just not good enough"
Nice copywriting there.