Coca Cola has introduced a new energy drink called Mother in Australia. To clearly position the new brand and to show what is the target market they launched TV commercial called Motherland. It takes us to a fictional theme park for men where they can act before they think and, of course, blow things up just because they want to.
Unilever has launched a new TV spot for their Lipton Ice Tea. The whole concept is not new at all. A person tries some drink and starts dancing. Then everybody around starts dancing too. And in the end the person realizes that he is dancing all alone because the drink made him feel so good and so relaxed.
If you show sun in your commercial for those who are used to seeing it everyday, they probably will not be interested at all. But if your brand is related with sun and your commercial is all about sun and light, it must reach those who don’t see sun that often.