The article focuses on pictorial metonymy in “Purificación García” advertising campaigns from 1999 to 2013. Relying on pictorial images the campaigns do not show the commercial products advertised, and the perception of a metonymic link is key to the audience’s understanding. The authors identify and discuss several structural patterns that become a source of creativity: two distinct metonymy sources, metonymic blends arising from the co-occurrence of the two metonymic sources and metonymy motivating metaphor. They argue that the use of these strategies over the years has resulted in creating a family resemblance and an anaphoric relationship between the campaigns, which facilitates understanding.