The brand name - MelOn - is a compound word of Melody and On. The great asset of the online music service Melon, is that one can enjoy music anywhere, anytime by variable devices, and to have images of the melon fruit, a freshness and sweetness feeling, like a melody.In this ad, whenever ants carry fresh and delicious-looking fruits, by clicking the fruit, a Netizen can take the fruit away from the ants. However, when ants carry a melon, a Netizen cannot take the melon because ants stick to the melon. What's holding the melon is not ants. It's a bunch of notes. This ad expresses that [MelOn] can't be separate from the melody. This ad goal is to make the consumer recognize that [MelOn] is melody.