I like this advertisement because it reminds me that simplicity can be good. It also reminds me of a chapter I read in "Hey Whipple, Squeeze This," where the author talks about writing down all of the benefits and characteristics of the product, and making a list. Once you have the list, pick some characteristic to focus on, and come up with another list, full of different ways to say it. In this case, the characteristic of the knife being advertised is obviously the strength/sharpness of the knife. Rather than telling the audience that the knife is sharp, this advertiser simply showed them.
Having said that I like the simplicity, I actually think it would have been stronger if they had left out "stronger than you think." I don't think that text was necessary. Obviously the knife is stronger than the user thought, because they cut right through the wooden cutting board. An ad's text should compliment an image, or make it better, or make it make sense when it wouldn't make sense otherwise. This text is just redundant and fails to tell the audience anything new.
