#4: All men love to feel gifted.

Now, I'm not an expert on model ships inside bottles, but i think this is a very clever use of the imagination. Now, as I'm sure most people know, model ships are a pain in the backside, as they are generally assembled using long implements inside the bottle itself. Here, the obviously implication is that it has been squeezed inside without any damage whatsoever. It tells the looker "hey, look how easy we got this Large thing through a small gap!" I need say no more.

This is a good use of at least two of the Fundamental principles of high quality ads, as outlined by  Goldenberg and Mazursky (1999): these being the extreme consequences (fitting the ship into the bottle) and the Uncommon use (using lubrication from Durex for squeezing the bottle into the ship to begin with)

A pioneering study by cook and colleagues (2011) looked at electroencephalography (EEG) evidence for activation within the brain for these types of non-rational imagery (NR) as opposed to advertisements with more logical based (LB) approach (such as including actual facts or figures on the use or qualities of the product in question). 11 women and 13 men viewed 24 real life advertisements (12 of each type)  for 20 seconds each, and brain activity was recorded using  EEG. Significantly higher stimulation was found in regions of the brain for LB adverts, such as the orbitofrontal, anterior cingulate, amygdala, and hippocampus. Although this was not investigated in terms of the effectiveness of the persuasive message, it is a solid step into discerning what the differences between the two advertising methods do to our brains, and shows potential to be built upon to compare overall effectiveness in different situations.

References:

COOK, I.A., WARREN, C., PAJOT, S.K., SCHAIRER, D. and LEUCHTER, A.F., (2011). Regional brain activation with advertising images. Journal of Neuroscience, Psychology, and Economics, 4(3), pp. 147-160.
 
Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351.