The visual piece is a recent Classic ad (above, left). It's a really simple idea that communicates extremely well. The shape of the container is instantly recognizable as a sauce jar, and inside are the whole ingredients that Classico wants its audience to recognize. (Notably absent is the huge shaker of salt -- but this isn't the place to start railing against the American sodium addiction.)
The second piece takes the opposite approach. Rather than defining the product in images, this ad for a Chevy Traverse defines (above, right) the product in four words: "Neither mini nor van." What does that tell the audience? On its face, the message shows us that this vehicle isn't small and it's not a van. But since there's a comparison to a minivan, it implies that this vehicle is in a competing class. It says, "Hey, in the market for a family van? Check this out crossover because it's better than a minivan. Maybe it's bigger. Maybe it's cooler. You'd better look into it."