Many products do not have much to say about them. They are familiar products such as cold drink or milk. Here the Extreme Effort tool is used to keep the product in the mind of the audience and make it stand out in the clutter. A milk brand is  seen on an inflight trolley and the pilot feels a strong urge to get it. The trolley is unattended, with no steward in sight. The pilot manoeuvres  the plane downwards to make the trolley roll into his direction. However, a nut thrown in the passage carelessly obstructs its flow. The plane is again turned down dangerously to overcome the obstruction. The trolley approaches the pilot. The object of desire — the milk brand — is just within his reach. That very moment the loo door opens and the trolley bangs against the man emerging out.

The Thums Up ad with Akshay Kumar where he goes great lengths to obtain a bottle of beverage falls into Extreme Effort category. It allows a free play of imagination. A bride whose hands are henna-dyed tries to get a bar of chocolate by making movements of her body and using her mouth to lift up the bar. A service product such as financial paper can show an advisor chasing clients everywhere — from business meetings to vacation destinations. A courier company delivers a packet to a person trying to commit suicide from a high rise building.