This campaign dramatizes the claim symbolically with popular-culture analogies. In this case: a scene from the world of entertainment and showbiz. Whilst the VIP make their way along the red carpet from limousine to entrance, they are cordoned off by security - in a pill shaped area of course! Why? They don't want to interact with the hundreds of photographers and journalists... The image was created entirely in CG, made to look hyper-real.