Similar to sponsoring a cause or an individual that then sheds a positive light on your company, associating your brand with a positive idea in one of your advertisements is also quite clever.

In the Volkswagen commercial posted below there is very little emphasis on volkswagen itself rather a high emphasis on conserving energy and ultimately reducing your carbon footprint. I feel that by associating themselves with a commercial that ultimately encourages energy saving VW is really shedding a positive light on their brand image.

And on a side note, I found this commercial to be awfully memorizing, so be warned!

Click here to view the commercial!