These ads are laser-focused on their target market. One of those ads that will go straight past those they're not trying to reach. Rather than produce a summer campaign that has mass appeal but is unoriginal and easily forgotten, Oasis have targeted a potential new market with something that says, "_we're on your side, we're not like those other companies, well actually we are, but at least we're not trying to pretend we're not. So, can we be friends?_" It's incredibly on-brand, "refreshing, entertaining and distinctive, because it says what a lot of our audience are thinking." Read more at "Campaign":http://www.campaignlive.co.uk/article/youre-thirsty-weve-sales-targets-says-oasis-summer-campaign-launch/1353975#sT1jED9yHELCIBGu.99