This advertisement is a pun on old propaganda during the war. It is very cleverly done identifying emotion which was related to the old war posters. There is also soldiers at the bottom which also relates to old war advertisements.

Here's an example of very smart subliminal messaging. The Bootle and can appear to be in one of the coldest places on earth, insinuating that they are both as cold as their environment. They even have Ice added around the bottle.