I choose an advertisement for ReSound. It avoids “fuzzy somebodies” because it’s for people who cannot hear well. Not everyone needs one now, but maybe later in life. In the ad it says, “Bees gas assault a leper.” This is what the person who needs a hearing aid heard (man with the confused face). But, what was actually said was, “Please pass the salt and pepper.” The strategy behind this ad is, stop being confused, the smallest thing can make the biggest difference. The hearing aid is very small and not noticable. This hearing aid could make a difference for someones life.