When David Carson worked with Pepsi Cola in one of Pepsi advertisiment, he showed a long paragraph of text in the shape of a pepsi can or bottle, making a entire paragraph saying all kind of things that relate to every part of the demographic in some way. Using a black color font, capitals, and the same size of the typography you can read all the expectation people had and with red color, lower case and big fonts you can red the final message from Pepsi.
David Carson. I really like the connections of letters in a very structured way. The black and white really makes it stand out, along with the little "white" lies and THE "BLACK" SWAN ISSUE. The tone drawing is really impeccable.