A party is in full swing and the guests are enjoying their drinks and chatting away. One of the guests finishes his drink and hands over the empty glass to the waitress. Another lady too, places her glass on the tray. On both the glasses `AC Black Apple Juice' is printed. As the waitress carries the empty glasses, the two AC Black ones knock against each other. In the next shot some mysterious force pulls the two guests also, who bump against each other. While the waitress continues to carry the tray, the two glasses keep brushing against each otherand so do the young couple. Even as the dance between the two glasses goes on in full scale, the impact is felt in equal strength by the couple. The glasses are soon taken for a wash, and are placed under the rush of tap water. Continuing with the pattern, the young dancing partners too find themselves in pouring rain. Finally having cleaned the glasses, the waitress keeps them for drying, placed besides each other. The amazed guests look on as the couple also stands immobilized side by side. The voice over says: "AC Black Apple Juice, kutch bhi ho sakta hai" (anything is possible).
The term "surrogate advertising" refers to duplicating the brand image of one product extensively to promote another product of the same brand. This form of advertising is looked upon as fraudulent pieces of communication. Surrogate products like playing cards, soda water bottles, apple juices etc., are often used to promote liquor brands which don't actually exist, and if they do, they are manufactured as "limited edition" i.e., in very small numbers. Surrogate advertising is a fairly recent phenomenon and is believed to have started from the UK, where English housewives protested strongly against liquor advertisements. They felt these ads were weaning their husbands away from them and hence, perceived as a threat. The liquor barons dealt with this resistance by advertising cocktail mixers, fruit juices etc., under brand names of popular liquors.
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