The foremost appeals used in this ad were humor and aesthetics. The first thing the viewer notices is the surreal image of a typical living room in disarray. I first thought this ad was about gravity changing or a sideways house. Looking at such a typical household scene distorted by forces you can't immediately identify attracts the eye, and makes the viewer interested to learn what it is that is causing the furniture to behave in the way it is.
After the viewer figures out what the ad is portraying (a woman breathing in so hard that everything is sucked towards her), they find it humorous. We know that it isn't possible to breathe in that hard, and the idea that an air freshener could smell so good that it makes people do impossible things is ridiculous and funny.
I liked this ad. I think the effective use of humor makes it memorable to viewers, and I think it stays related to its product while still being funny and artistic.
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