An ad concept displaying exaggerated elements. In this case, I used bubbles which are light. I used Nike as an example.

If you sell a product, think of its attributes and why people buy it or would be interested in it. Create a statement that exaggerates the attributes it has, "This product is lighter than...". Keep brainstorming ideas and even create a mind map or word associations. 

Before designing you need a solid concept. It's good to write it out in words and then start sketching concepts.