This ad reminds me of a reading we did in class about coming up with clever concepts for ads. The example was Kentucky Bourbon. They decided the main selling point would be that aged whiskey is the best, and this particular brand is very very aged or slow. So rather than just saying, this bourbon is slow, the author tried to think of other things that are slow and turn the concept into something clever and interesting. The same sort of thing is going on in this ad. The main selling point of the shoe is its shock absorbency. So the author probably thought, "okay, when is it important to have shock absorbency...what else is shock absorbent?" Packaging for expensive, fragile things has to absorb all kinds of shock in order to protect its contents. So the advertiser cleverly placed the shoes around the Ming vase in place of traditional packaging to send a message to the consumer that these shoes will protect your joints the way packaging protects expensive vases. I like this ad because I like when ads are sort of unexpected and put objects together that seem very strange and contradictory and make them make sense.
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