As advertisers will tell you, it can be notoriously difficult to make something popular. Sometimes even the most creative and best-resourced campaigns will leave consumers cold.

On the flipside, some of the cheapest and most baffling DIY advertising can create global sensations.

While there's no guaranteed way to make something 'cool', however, one tried and true way to influence the perceptions of consumers is to pair the product being advertised with something that's already seen as desirable. Then hope that the desirability rubs off on the new product.


The fashion industry has been creating objects of desire for centuries.