I didn’t think this ad was effective at first. It’s blatantly emotionally manipulative and for that reason I sort of rejected it…
Problem is it grew on me like some sort of virus incubating. Guess who’s going to ask about curtain airbags when she buys her first car?
Emotional advertisement works on striking emotional chords. In this case it’s probably fear and insecurity towards ending up like that, and towards being in a car without curtain airbags. It’s appealing to us in a not so nice way and sucking us into its way of thinking.
It grows on you because you get into a car almost every single day, or you go past a car, and they’ve planted a seed of doubt into your head as to whether that (or any) car is safe. Essentially they’ve brought a question to the table that you likely cannot answer and you’re faced with every day.
The seed grows and buds all through your mind and before you know it you’re hysterically clawing at your local mechanic screaming for curtain airbags. Well maybe not, but it could happen. See the advertisement here: