Although the ad lacked enough material to be eye-catching, the ad itself was not confusing. He presented his product, his messages and his color in a precise manner. Coca Cola deliberately chose black, red and gray to appeal to both men and women. The fact that advertising aims to include everyone is a solid point. The Diet Coke ad also managed to incorporate Ethos, Pathos and Logos into its advertising. To top it all off, the ad obscured the arrows with the font, positioned the bottle to point upwards and also managed to add a provocative factor to attract the audience. It was an ingenious way of hiding everything behind a simple still image. And who knows, there might be other things hidden in the same ad. In fact, companies always hide several messages behind their advertisements. Remember that the art of advertising is sneaky and there is always something behind it