Media Representation

Well I think you have to put this ad into context and realize who Ultrabook is competing with: Apple. So they need a commercial that is eye-catching and draws upon images that were popular, like the movie that is referenced. It looks like an expensive commercial so that tells me that Ultrabook is serious about getting people to watch the commercial and then research the qualities and price of the Ultrabook. And it could be that they're targeting Asians as a potential market at this point.