Carling’s clever use of the medium’s inherent (additional) dimension to give a more engaging experience for its advertisement. If you tilt it too much, beer actually get ‘spilled’ out, and the realistic looking foam marks clinging on to the glass also gives it a touch of realism confined behind the glass.
Which also brings to my mind – just how good does your ad have to be when you know it’s no longer spoon-fed and streamed into people’s faces (ala TV/radio/newspapers/magazines)? If you think about ads that people have to proactively download onto their medium, it really has to be THAT great.
