Cult Cola is a Danish alcoholic cola.  They donate a small amount of the profits from each can to a breast cancer charity.  In this ad they show a woman who has been a breast cancer sufferer.  In doing so they appeal to our sense of empathy and our fears engaging with us emotionally and we almost feel obliged to buy a Cult Cola and help fight breast cancer.   What the ad doesn't say is that alcohol is one of the main causes of breast cancer...