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9 United Airlines: "Rising" Reality bites in United's pointed print and TV spots, which acknowledge just how unfriendly today's skies can be. After skewering everything from tasteless airline food to frustrating cancellations and delays, United extends the promise of a better flight plan. "Compared to the rest of the industry," the ads declare, "we're moving in a different direction."
10 The Body Shop: "Ruby" Finally--a beauty ad that offers straight talk, not a miracle in a jar. The Body Shop, purveyor of all that's politically correct and completely natural, challenges tradition with an unblushing look at a size-18, full-figured doll. Ruby (as in Rubenesque) is more than just an image. She's the medium and the message: that natural looks can also be eye-catching.