Watch this video advertisement: https://www.youtube.com/watch?v=3YBhftZSlbM

Answer the following questions:

1. Provide an introduction to the ad. State the brand, some background on the product/service/idea it is promoting and when the Ad ran.

2. Issue or Opportunity: Explain what you think was the Issue or Opportunity that was the reason this ad was created. Your answer should be based on your analysis of the external and internal environments and what was going on that led to this ad. Articulate in describing how your analysis linked to the issue/opportunity for the brand. i.e., Political situation, Competitive pressure etc.

3. Marketing Communication objective(s) - What is the main message that this ad/campaign aims to achieve? Be specific. Category need? Brand awareness? Brand Attitude? Brand Purchase Intention? (Be sure to explain and refer to the examples clearly. Explain and rationalize why this is appropriate. Remember not to focus on marketing or behavioural objectives but rather on the communication (the message focus) in your analysis.

4. Target audience - Who is the ad/campaign aimed at? Although you are free to research this using external sources, answers can often be inferred from the characteristics of the product or service, executional elements of the ad (e.g. type of language used, actors featured, cultural references made) and what known about typical users of the brand. Be as specific as possible in terms of linking your analysis to geography, demographics, socio-economics, psychographics and behaviour. Why is this audience critical for the advertiser and also link to how it relates to consumer behaviour?

5. Key consumer benefit - What "unique selling proposition" (USP) does the advertiser offers to convince the target to buy the product or service (or like the company)? In your view, does this USP make sense? How does this link to what you think the brand positioning is (end benefits, brand name, usage situation, and product category)?

6. Creative Strategy - In looking at the tone and manner, what product/brand creative strategies are used? Was a campaign slogan used - was it effective? Was a country/or cultural-specific theme created, if so why? What message appeal(s) were used: rationale, emotional, fear, humour? What source (i.e.: celebrity character) was used to deliver the message, and was it effective (i.e.: credible?)

7. Creative Tactics and Content Support -What specific creative tactics (executional elements are used - by specific i.e.: straight ell, scientific/technical evidence, demonstration, comparison, testimonial, a slice of life, animation, personality/symbol, imagery). How was the message structure (order of presentation, conclusion drawing, message sidedness, verbal/visual balance) used to support the message? What design elements re-emphasized the message (headlines, visuals, layout, music, script etc.) What additional content support was used, e.g. Explicit statements, claims, endorsements, graphic/visual elements, cultural references, etc., to support the ad? '

8. Ad Effectiveness: Articulate why or why not this advertising was effective. If you are sitting on the couch watching this, what is the main message and does it link to the USP, the target, objectives etc.? Link at least two (2) additional research/data insights you find that re-emphasizes your conclusion