I'm not sure these copy-only ads for Swiss Life, in which life changes mid-sentence, are really doing it for me. But it's a neat idea in theory. And apparently they won Gold at the Epica Awards and Silver Press Lions at Cannes International Advertising Festival.
I wonder if they were better in French, German or Italian?
Campaign by Spillman/Felser/Leo Burnett . See two more at The Inspiration Room.