Yorkie | "it's not for girls"
https://www.youtube.com/embed/HGvjGJ9II9Q
Text: the sale/consumption of 'Yorkie' chocolate bars is restricted (exclusive to) men only. Messaging: the ad uses a scenario, which in its absurdity, is presumably meant to parody some similar such absurdity or, the idea of absurd rules and restrictions more generally - perhaps, seeking to appeal to a British cultural myth and their so called 'no nonsense' attitude. Simon: such cultural myths are often used to leverage ideas of shared cultural identity/values e.g. think about how the name of the TV show 'The Great British Bake Off' works in this way (where 'great British' strongly suggests that such a 'bake off' is a uniquely British phenomenon + that its great/special thing). Or, the effort by Toyota in their 1998 ad here: https://www.youtube.com/embed/Odx6oXwa6ls to align the Toyota brand with New Zealand myths of shared cultural values/identity. In doing so, the ad explains that New Zealanders are, by nature: friendly/relaxed, patient, quirky, multicultural, hardworking, resourceful etc. i.e. attributes, which will be appreciated by Toyota's targeted audience/NZ market. ---------------------------------------
