In this advertisement by the company Cemex, Goldenberg, Mazursky, & Salomon’s (1999) extreme situation template is utilised with a focus on the extreme attribute version. This advert aims to illustrate how effective their product is, by suggesting that their concrete dries so fast that roads and bridges can be built instantly as soon as the concrete is applied. Furthermore, with the cement truck immediately using the newly created bridge as soon as it’s applied, suggests trust in the product and its capabilities. Concrete that sets so quickly is unrealistic and absurd, yet this company suggests in their advert that this is possible with their particular brand.
Goldenberg, J., Mazursky, D., & Salomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.