The Invisible Bicycle Helmet..

Why are inventors and entrepreneurs routinely depicted as heroes, usually by themselves?

The women in that video made it all about them rather than the product. It read more like trailer for a tense crime thriller than an advert

"We're going to save the world". That's a bit ambitious.

Its clever I think. They bring heaps of "added value" to the product. Brands and products live and die by their brand image.

Look at something like reggae reggae sauce for example. Basically just generic brown sauce, but it is a runaway success because of levi roots.

Dyson vacuum cleaners although admittedly and excellent product, was definitely boosted to major success by the Graham Dyson, british engineer/inventor thing.

Tesco's business is apparently doing very poorly due to them having no image for customers to identify with.