In Angel Burn by L.A. Weatherly, readers get smacked in the face by the unexpected premise: angels are bad. We think they are good, but they invade our world and suck the life force out of humans, who are, as they are decimated by angel burn, beg for more.
This promo photo for Witches in Bikinis is another great example. Witches? In Bikinis? Who wouldn’nt want to see that show.
My point is the same as last post: write the unexpected. It works.