The whole commercial is based on the double meaning of the formula “Km Zero” in Italian, to speak to an unusual target, the male 20 - 40 years old. The formula is used to describe a discounted car with low mileage on the clock, untitled, and used for loan/ demonstration purposes. It is usually a great bargain, getting as much as 20% off the dealer’s price. But at the same time the formula is used to describe local and organic food, grown figuratively “zero kilometers” from home. Almost up to the end of the commercial, male target is tricked to believe it is a car the one represented, with the help of two-faced claims (more control, less emission, superior quality). Combining something the target know, cars, with something they are often not interested in, good nutrition, the commercial ties together two concepts, hoping for an impact.