Advertising text is a kind of cultural text (R. Barthes, Y. M. Lotman). It has several levels of its meaning and also is rich in connotations. Advertisement text can exploit artistic tropes, which bolster its message by both emotional expressivity and evocative lively image. Mulberry’s ad-video is analyzed with iconological methodology developed by E. Panofsky for artworks, which helps to explore the semantic sequences of images, which have additional, “excessive” meanings and thereby transcend the commercial dimension of the advertisements.