! ! # 8! !KEY TAKEAWAY! SURPRISE! ! !! 2 elements in this video stood out:! Creating an “ofﬂine” event that was central to creating a powerful video ad.! The element of surprise that connected participants and viewers and made viewers want to share. ! The brand invested a signiﬁcant budget in this movie, but it may not have been as effective otherwise.! ! 31! LaMercatique!