The WikiLeaks Mastercard commercial is noteworthy because it does not dance around Assange’s personal problems, which include several arrests and allegations of rape. In addition to his sexual assault charges, Assange became an enemy of some members of the media for his bullish treatment of reporters who asked questions he didn’t like. This commercial serves to greatly rehab his image, if only for the skillful way the ad blends the harsh reality of his work with humor.
Implications - There are few better ways for a not-for-profit organization can encourage interest and participation in its ideas than a comedic ad. By appealing to a consumer’s entertainment interests first and their social good second, the company lures them into watching the ad from an pleasurable standpoint. By including the positive changes the company is responsible for at the end of the ad, it leaves the viewer with a lasting impression on the raw power of a donation supported charitable organization.