The Power of Surprise: How an Unexpected Mannequin Became Marketing Gold
Several years ago, I recall making a trip to Denver to visit my mom at her independent living facility. As I pulled into the driveway, I noticed a new development underway—condos going up rapidly near the entrance. What really caught my eye, though, wasn’t the construction. As I rounded the corner, there she was: a woman in a bikini and a stocking cap, standing at the entrance, holding up a grand opening sign.
Only… something felt off.
Despite the chilly 30-degree weather, she stood there unflinching. No shivering. No shifting weight from foot to foot. That’s when it hit me—she wasn’t a real woman at all. She was a mannequin. But in the moment, she had already done her job. She had broken through my mental filter and grabbed my full attention.
This moment gave me a perfect reminder of a core principle in marketing: “Attention is everything.” And to get it, you sometimes need to be a little unexpected.
Why Our Brains Are Wired to Ignore Most Marketing
Most of the time, we operate on autopilot. Psychologist Daniel Kahneman refers to this as System 1 thinking—fast, automatic, and intuitive. It helps us navigate the world efficiently by filtering out anything routine or non-essential, a process known as selective attention. This mental shortcut is useful for everyday survival, but it poses a problem for marketers: it’s hard to break through.
That’s where System 2 comes in—our slower, more deliberate thinking mode. It only activates when something unexpected forces us to pay closer attention. That’s exactly what happened with the bikini-clad mannequin. Her appearance was so out of place in the 30-degree weather that it disrupted my mental pattern, switching my brain from autopilot to full alert. Even better, the visual sparked an emotional reaction—whether curiosity, amusement, or confusion—which made the message stick.
And that’s the golden rule: “People act when emotion is involved.”
The Emotional Hook: Romance, Humor, and Incongruity
Marketers have long known that emotional triggers—especially those tied to romance, humor, fear, or novelty—are powerful tools. In this case, the mannequin was tapping into at least two: romantic allure and incongruity. The outfit said “beach day,” while the weather screamed “winter storm.”
That mismatch made people pay attention.
In fact, some of the most cost-effective marketing tactics leverage these very principles. Think of people dressed as dancing chickens, waving signs for car washes or pizza specials. Or Lady Liberty waving outside a tax prep service. These characters often stand out not just because they move, but because they feel like a disruption to our everyday visual landscape.
Hiring someone to wave a sign can cost $15–$20 an hour. But using a mannequin? That’s a one-time expense with ongoing returns. The developer behind this condo project figured out a way to get noticed on a budget since you can purchase a used mannequin on Amazon for under $40. Better yet, there’s no risk of no-shows or lunch breaks. Just a consistent presence turning heads.
This is a great example of creative, low-budget marketing. It’s not about spending big—it’s about thinking smart.
How You Can Use This in Your Business
So, how can you apply this idea?
Here are a few principles you can adapt:
Break expectations: Show something that doesn’t “fit” the environment—just enough to be curious, not confusing.
Use emotion: Whether it’s humor, nostalgia, or romance, tie your visual to a relatable emotional theme.
Keep it visible: Don’t hide your most creative assets indoors. Put them in plain sight where they can interrupt patterns.
Think reusable: Props, mannequins, or quirky displays are assets you can repurpose again and again.
Leverage themes: Holidays, sports events, or weather anomalies can help you craft attention-grabbing displays that feel relevant.
You don’t need a huge marketing budget. What you need is unexpected creativity that appeals to the emotions of your ideal customer.
Final Thoughts
Marketing doesn’t have to be expensive or complicated. Sometimes, all it takes is a clever twist on an old idea. A mannequin in a bikini on a 30-degree day? That’s not just a gimmick—it’s strategic marketing at work.
What unexpected, low-cost tactic could you use to break through your audience’s mental filters and create an emotional connection?
