It is a very creative commercial that has a subtle shock factor to it. Fifty-eight countries still have the death penalty in effect, a reality that this commercial points out. The Amnesty International 'Death Penalty' commercial is successful in making a point that sticks.
Implications - The use of shockvertising as a market strategy is highly effective in today's society. Opinions and feelings are two things no longer repressed or hidden, and businesses that can effectively evoke real human emotion will stand out amongst other organizations as being bold, brave and willing to provide consumers with the truth.