The Sonos ads on the tube at the moment are good, but this execution in particular is brilliant.

• It’s both super-confident and charming (‘TADA.’), which makes it compelling.
• The ad proves the quality of the product in it’s own right: you don’t actually have to google ‘Sonos reviews’.
• If you do google ‘sonos reviews’, you’ll see good reviews alongside a host of prices and purchase options. It launches consumers straight through consideration and into purchase, via cost effective brand search traffic.
• It says, “We’re clever and modern. We’ve got search and online PR totally sown up.”