Reversed Sentence Ads

The Swiss Life campaign shows that life has so many different twists and turns that it's hard to keep up. This series of simple print ads focuses on a sentence that can be read in two ways. Referred to as "reversed sentences" by the ad agency, these statements illustrate how people constantly change.

Conceived by Zurich-based ad agency Spillmann/Felser/Leo Burnett, the Swiss Life campaign advocates this company's flexible Life insurance. Since the unexpected can always be expected to happen, the ad agency writes, "You don’t always have to pay the same amount premium. For instance if you stop working, you can stop with the payments."

These thought-provoking ads are a great way to make viewers think about life and accept that it is full of surprises.