He was right.  


Shock and awe does work - especially in an advertising industry where consumers have become increasingly numb to traditional advertising tactics.  In fact, Andy Nulman wrote an entire book about it - go buy it.

WebUrbanist recently gathered a selection of some perfectly-executed shock and awe campaigns.  Some are funny, some are scary - both their intention was to get your attention in a non-conventional manner. 

The images below are directly from WebUrbanist - follow them.

real-hip-hop-bus-ad

graffiti-bus-seat-poster

guantanamo-elevator-poster

get-up-and-run-seat-poster

feed-sa-shopping-cart-ads

anti-smoking-ads

wheres-your-child

It's fairly obvious, these campaigns didn't take the easy way out. They didn't recycle old ad materials to save money and time. 

They invested in a new, non-traditional campaign and justifiably received a significant amount of earned media as a result.  

You should strive for the same -- you should always make it better.