Yet for Alvaro Carballido, strategist at the agency Stack: "Advertising works best when it captures something that audiences already recognise, but in a newly imaginative and compelling way.
"It's a different way of quantifying cardiovascular fitness that captures something that step trackers don't, which is physical activity other than walking," says Dr. Lauren Elson, a physiatrist at Harvard-affiliated Massachusetts General Hospital.
The narrative captures something that is rarely acknowledged in life: the envy that makes it impossible for some wounded souls to show gratitude or to accept goodness when it is finally offered.
As an image of a cataclysmic historical moment it captures something that is true of all historical moments: life does not stop dead because a battle or an act of terror is happening nearby.
And indeed, Atamanuik captures something that's so deep and dark about the current president, it's uncanny.
On the other hand, it may be equally plausible that the variable loneliness captures something that in itself is strongly associated with the internalizing and somatic symptoms that we have studied.
A woman with a camera captures something that we are not often privileged to see: that the larrikins and the blokes, for all their teasing and macho posturing, between them there is also tenderness and affection, there is also love.
It doesn't look like me but it captures something that resonates.
Throughout, though, there is this sense of stalking the remarkable, of trying to capture something that should, by rights, be near transcendent.
We wanted to capture something that spoke to the horror genre but was comedic and light.
It tells us we've captured something that feels real to them.
