The humour in this ad plays out in a quite awkward way: The story takes us through a journey of relatable embarrassing life moments. The viewer is lulled into a predictable rhythm where they see the couple ‘ostriching’ their way through life’s difficult questions, saving the most uncomfortable question until the end, when finally, the question arises: What will happen to the children when their mother/father dies? Just when you think the Mom will try to ‘ostrich’ her way out of yet another awkward situation, we find she is unfazed, she remains calm and in control. It is a poignant, emotional moment and it anchors the brand promise – iWYZE takes control of the one thing you simply can’t avoid, while showing that ultimately ignoring uncomfortable situations in an effort to hide away from the truth isn’t necessary if you’ve made a good decision.
