Despite being in art school, my initial reaction of the last privately owned DaVinci painting was disinterest. I felt like the prospective buyers are a niche audience. However, this ad campaign has done such a good job by sparking the interest of ordinary people. I think it was a clever way to advertising and hype up a painting like that. It got me thinking…what would motivate someone to buy such a painting? A appreciation for Art? Or a desire to own something highly valued and sought after? This ad campaign elevated both these aspects through filming the reactions of people.