Conceptually that ad is indeed brilliant. Some ad people spent a lot of time thinking about the copy, which is aimed at office workers, and their understanding of printer options. It is cleverly done - but effective?

Ad people will think it brilliant - but they are the least organized because they are well paid. As usual, ad people make ads for themselves, for their portfolio. If they are really good they will also increase 'sales', win the award they covet, AND move to an even higher paid job.

As you say, it depends on the people, i.e. the audience. What is the context of their experience? To what do they aspire? What or who do they admire? Who do they believe? What is the nature of their unhappiness? Why should they care? And can you say it in a headline like "We can do it" or "Your country needs you"?

IMHO the only solution to increase union organization, and it is a very risky option, is to focus on the deep-seated anger of social injustice. How? I don't know.

You can't be me, I'm taken