3 Context Linked Commercials contain a story related to the theme of the soap opera. The story within the TV commercial is adapted according to the soap opera’s story. This example traces how the love between a man and a woman evolves. The comfortable sensation a woman feels towards a man has similarities with the comfort of an ESTIMA car. The drama of the story is designed to make the audience empathise with the brand.

The audience rate during the TV commercial was also 0.8% higher than the programme. The research showed that about 70% of respondents were more interested in this commercial than normal commercials. Moreover the purchase intention was 30% higher than normal commercials. It also changed consumer behaviour.