This ad is using fear caused by possible car wrecks and the injuries that come with them. It pinpoints a problem by demonstrating an amputee from a possible car accident/drunk driving. Here we can observe a person with a prosthetic leg, which assuming from the ad was driving while under the influence of alcohol, this way it creates anxiety around the problem. In other words, if this happened to this individual it can happen to you. Now, the cure is to not drink and drive, but since this ad is sponsored by BMW it technically says that, don't drink and drive while using a BMW vehicle because original car parts are replaceable, but human parts are not.
This ad is using the fear of aging, because we're not supposed to look old, we'r supposed to look young and beautiful our whole lives. It pinpoints the problem by implementing a photo shopped image of a middle-age women thriving with smooth young skin, and adding a little quote "For stunning youthful skin." The ad creates anxiety by saying that you don't look this young and stunning. The solution is using the Olay Miracle Duo to achieve beautiful results and look young again.
I love these ads! I used the same BMW one you did. I think they both do a great job of identifying a problem like the aging of your skin to scary the customer into wanting to look youthful their whole lives. I also think that the BMW one is crazy fearful because drinking and driving happens way more than people even realize.
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