[jordhy]

Amazing list. I would perhaps add to this the "market sophistication level". In this particular case (saturated market and lots of high quality competition), ethos is highly important.

The ad is successful in empathizing with customers by display a drawing that follows the design of top-of-mind ad very current memes. This works because of the market sophistication level (i.e. potential customers knows how this particular video game works).

The presenter in this video does a fine job in summarizing market sophistication and different advertising strategies: http://www.mindvalleyinsights.com/market-sophistication/