Night shot can often tell a story if you use your imagination.  They often require a lot of planning.  A good low light shot doesn't usually happen by accident

I love low light photography.  You get such high contrast, and in some cases an amazing variety of color and tones.  Images often take on an impression of fantasy

Lighting is everything.  Always start with a lighting triangle.  Also each subject should be covered by fill and moderate key light.  Here is an example with a functional lighting setup.

Lighting in ads drive the emotion and the direction of an ad.

The use of unusual photography will often give an ad impact and catch someones attention.  However it fails to connect with advertisers intended message.  Some ads do it better than others.

Here is a link to a photoshop tutorial site that offers a lot of tutorials that complement photographic images with advertising design in mind.

www.tripwiremagazine.com/2009/10/95-great-photoshop-tutorials-to-learn-awesome-photo-manipulation-tricks.html

I like high contrast ads that have a lot of white space.  These ads offer a lot of space for typography.  If applied in moderation the ads are well balanced.