Good advertising doesn’t try to change what viewers want. Good advertising shows viewers how to get what they already want. Better advertising shows viewers how to feel the way they already want to feel.
This Fiber One ad reminds viewers what it’s like to eat carrots, broccoli, or crackers when everybody else is enjoying hamburgers, brats, and chips. Thanks to the music from Top Gun and to the actor’s longing looks, viewers feel the agony of dieting.
And thanks to the sound track’s turn to passionate infatuation, to the actor’s sensuous enjoyment, and to the fan blowing the actor’s hair, viewers learn that a Fiber One bar transforms the experience of dieting and helps them feel the way they want to feel. The message is that a Fiber One bar can take your breath away. Hyperbole, of course, but viewers enjoy the hyperbole and understand the point.