The ad above is a superglue ad, which pot rays the strength of the glue to be holding back the shoes of a runner, namely Usain Bolt. The slogan "Stops Usain Bolting" is a clever pun on his name suggesting the super glue can prevent him from being able to run by holding his shoes onto the starting pedals.This ad is an example of extreme situation template mentioned in Goldenberg, Mazursky and Solomon (1999).The extreme situation template represents situations that are unrealistic in order to enhance the prominence of key attributes of a product or service. This category includes three versions: The absurd alternative version, the extreme attribute version, and the extreme worth version. This ad is an example of the extreme attribute version, which portray situations in which the attribute of a product is exaggerated to unrealistic proportions.
The template shows a product performing outside of the limits of its normal use to exaggerate the key use of the product.This template is seen in this advert by the running shoes of Usain Bolt still being at the starting line. This is to demonstrate the strength of the product, as you are supposed to assume that the running shoes are glued down. Also the final line in the advert, “A little super glue can help London fix anything” is suggesting to the viewer that the super glue can fix any problem.
Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351.