The Pick a Lock Expert ad from L'Oreal Men is the hilarious third instalment in the brand's series of ads using the expert figure. The lock picking ad subverts expectation by making the viewer believe that they are going to learn how to break open a lock; the expert figure picks out a lock haphazardly from the bunch shown.

The Pick a Lock Expert ad works well because of its use of humor and the fact that it is part of a larger series. Stay tuned for the final instalment in this campaign.

Implications - Internet users are being increasingly bombarded by ads that they are learning to tune out. Digital media strategists need to leverage humor to promote brand rather than push promote individual products. Companies should work on developing online campaigns that are part of a series.