There's a poster in the tube showing a phone, or something. And a slogan at the bottom that reads "Be more Nokia".
I have a Nokia phone, as it happens. I am happy with it. I require nothing else from the company. I have not the slightest intention of being "more Nokia". Assuming that what they really mean is "Buy more Nokia", then this ad will reduce the probability of my so doing.
We are people (even those of who have to commute using the tube). We are not brands. We do not aspire to be brands.