Brand Exposure

A clever commercial from M&M. Interesting to see how well they expose the brand with amazing use of execution elements such as humour and music. The advertisement seems to be successful through theories such as the well-known ELM-model by Tellis (1983) and the more recent Five Route Model of Ad processing by Supphellen (2012). Exposing brand elements is of great importance, and one would never forget who this advertisement is for. Repetition is a much argued issue, and Bornstein (2003) says that 3 repetitions is enough before tedium when consumers centrally process. I do believe its context specific, could you ever grow tired of this commercial? Enjoy!