Goldenberg, Mazursky and Solomon (1999) proposed the Extreme Situation Template which represents situations that are unrealistic in order to enhance the prominence of key attributes of a product or service. This template includes three types: absurd alternative, extreme attribute and extreme worth. The absurd alternative template shows how easy it is to use the product or service in question and also an alternative way that the product can be used to achieve similar excellent results. The extreme attribute and extreme worth templates portray situations in which either the attribute or the worth of a product or service is exaggerated to unrealistic proportions.
The advertisement displayed above is an example of the extreme situation template, specifically an extreme attribute version and aims to convey the property of Coca-Cola being light. To evoke this message, the advertisers show someone pouring Coca-Cola into a cup however the drink is so light that it goes against gravity. Although unrealistic, this emphasises the key attribute of the product.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental template of quality ads. Marketing Science, 18, 333-351.