Produced for the 2015 Super Bowl, Toyota’s How Great I Am ad follows Amy Purdy (a double-amputee and Olympic medalist) as she participates in her different life activities: jogging, snowboarding, dancing and mountain bike riding — all with the assistance of her Toyota Camry. Showing the world “how great [Purdy] is,” despite her disabilities (and with Toyota’s help) is a central theme of the commercial. Purdy shows her greatness through athleticism and gritty work ethic. Quotes from a speech by famed heavy-weight boxer Muhammad Ali, narrate these visuals, intensifying the drama of Purdy’s role. Through audio and visuals, Purdy and Ali are simultaneously “knocked down” or defeated. Viewers, in turn, see Purdy’s struggle and triumphs as a double-amputee within the context of Muhammad Ali’s history as a boxer; in order to achieve greatness, Purdy must exhibit the highest athleticism.
Starting in 2008, Ashton Kutcher has served as a spokesperson for Nikon Coolpix. In this commercial, Kutcher uses a long zoom lens to take pictures of beautiful women on the beach. Some of the women also take his picture. A man, carrying a very large set of binoculars, is with one of the women and becomes angry when he notices the woman flirting with Ashton. The song in the background of the commercial is “Close To You,” sung by Karen Carpenter of the band The Carpenters. At the very end, all of the women have posed for a picture with Ashton while he plays a ukulele.
In 2013, Disney-owned Marvel Comics, publishers of popular superhero franchises such as X-Men, Spiderman, and The Incredible Hulk, manufactured and sold boys and girls t-shirts for the Avengers comic franchise. The shirt for boys is blue and has an image of Iron Man and the words “Be a Hero” printed across the chest. The shirt for girls is red and has a group of Avengers - The Hulk, Thor, Captain America, and Iron Man - with the words “I need a hero” printed on it.
This ad for Axe, a division of Unilever that sells and markets male grooming products, is part of a campaign called "Find Your Magic." The ad poses a series of questions to the viewer, showing men of different ages, races, ethnicities and sexual orientations in a variety of scenarios. The ad's penultimate question asks: “who needs some other thing when you’ve got your thing? Now work on it!"
This 2006 commercial for Axe Body Spray depicts a stampede of bikini-clad women running toward a single man who is applying the product to his body. The women look almost like animals in the way that they run through the wilderness, while the man has a satisfied grin on his face. The music is dramatic and reaches its climax as the women reach the single man. The tagline reads: “Spray More – Get More – The Axe Effect”.