Thanks to Bongani from SAB Miller in J'burg for sharing this inspired bit of media placement with me (for non-UK readers, "bush" refers to a patch of hair :-) ) Its by Veet, the hair remover for women:
3. Reactivity to current events
I guess that the ad also created great word-of-mouth.
Really is worth it on some brands to keep back a bit of the budget for tactical, responsive advertising like this.