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Elephant choking on jumbo peanuts is given the heimlich maneuver by another elephant

Strategic Purpose: Promote that the peanuts are bigger and superior to other brands of peanuts

How will it succeed: Absurd scenario is entertaining and gains attention of viewer, however the message is not lost. The humour will allow the viewer to recall the ad and brand at a later stage

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Cadbury ad featuring gorilla drumming to ‘In the air tonight’ by Phil Collins

Strategic Purpose: Make the Cadbury name synonymous with joy and having a good time

How will it succeed: The ad used an iconic song that majority of viewers would know which promotes familiarity. The slow build up draws the viewer in and the dramatic beat drop is meant to make viewers laugh. It is a memorable ad that went viral online and generated lots of buzz.

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Audi ‘designed to thrill’ ad shows mechanics in the shape of a human female breast

Strategic Purpose: Promoting the new Audi model as looking so good it’s sensual and sexy

How will it succeed: Generates rapid and intense attention and has shock value due to the crude image. The target audience for Audi’s would mostly be males, who would find this type of advertising appealing to their primal nature

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og food that supports an adoption drive shows a dog locked in a cage

Strategic Purpose: Guilt as a motivator to trigger negative emotions to make the viewer feel sorry for the dog and either buy the dog food to support the adoption drive, or adopt a dog themselves

How will it succeed: Target audience would be women with families as they are mostl likely to do the food shopping and have a family with a pet. This ad targets a female’s natural maternal, emotional and sympathetic attributes

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Deceased person from smoking related illness

Strategic Purpose: Encourage viewers to quit smoking by associating it with serious health problems and death

How will it succeed: Fear is a powerful motivator. It encourages the viewer to consider their health and make safer decisions. Death also induces guilt because it makes you think about your loved ones and how your decisions would affect  them