Sharing For Memory. For Posterity.

We advertisers sell things. Mostly in the most inelegant, intrusive manner possible. But sometimes we advertisers do it right and an ad becomes more than ad. For instance, I'm an Indian, sitting in Mumbai, and I am not big on sea food. But this ad for Rubio's, a specialty sea food appeals to me so much that I know I'm going to eat there someday. It takes me to the beach. It makes me feel the salty sea breeze. It makes me hear the rustle of the waves. And it's just an ad trying to shill sea food. So yes, advertising, when done right, does more than sell. It turns guys sitting in Mumbai into brand advocates. And in turn, it gives the brand advocates an easy way to experience the ocean from their office desk.