The initial visual of a grilled cheese sandwich wrapped in barbed wire is unusual and attention-grabbing.

The ad opens with three distinct panels. The left panel shows a grilled cheese sandwich wrapped in barbed wire. The middle panel is a bright pink square with text. The right panel shows a hamburger on a plate. The middle panel's text changes to 'El menú no es igual cuando TIENES DOLOR DE GARGANTA'. A hand then reaches in and touches the hamburger, which transforms into a cake decorated with barbed wire and nails. The scene then shifts to show three boxes of 'Noraver' throat lozenges. The background is a light grey with abstract white shapes.