Think of this as a TV ad delivered in an ambient medium. Confused? The stretchy caramel of the Milky Way bar lends itself very well to these ambient ideas – almost like product demo TV ads in real life.
The more impactful placement is perhaps at the check out counter at shopping malls.
There is also a seatbelt demo. When you have a product attribute that is relevant ad and differentiated, it helps anchor the entire communication on it. And this one is a nice stretch…er, leap.