ANUBIS

It is a shame that all of the above local and international brands who contracted local or internationally affiliated advertising agencies, have spent a lot of money in the media vehicles carrying the message and ending up with a cliche’ that had 0% differentiation and originality.

A cliché (from French, klɪ’ʃe) is a phrase, expression, or idea that has been overused to the point of losing its intended force or novelty, especially when at some time it was considered distinctively forceful or novel. – Wikipedia.

There is nothing wrong with using a magnifying lens in your ad and no one is saying that you cant use one, all I am saying is use it in a fresh and relevant way (expressing old truths in new ways); here is an example in which the magnifying lenses represent the Audi brand logo as well as communicating the close inspection and attention to detail each pre-owned vehicle is subjected to.

Agency: Ogilvy, South Africa
Executive Creative Director: Mark Fisher
Creative Director: Mark Fisher
Art Director: Gordon Ray
Copywriter: Carl Willoughby, Nicholas Pereira
Photographer: Barry White
Published: 2007

via: Audi Pre-owned : Magnifying Glass

And here is another example on using the same visual of a magnifying lens to express the power of focus

Agency: Al Hudhud IN

Country: Kuwait