[Zeke.]

I guess I don't really see the ad as being very clever. The best ads go out on a limb, but in a way that makes you go "ah!" or something to that effect. If I presented this concept to my advertising portfolio development class, I know I would not get high remarks by anyone. To me, it doesn't communicate the message very effectively. The message of the brand or the benefit of using the product should be easily understood.