This paper combines multimodal studies (cf. Forceville 1996, 2009) with work on the interaction between metaphor and metonymy (cf. Ruiz de Mendoza and Díez 2002). In this scenario, the authors provide readers with a fine-nuanced account of one specific advertisement in which multimodal metaphor and metonymy are argued to interface on the basis of the GREAT CHAIN metaphor; a metaphor through which speakers perceive general human characteristics in terms of general non-human characteristics (and vice versa). Thus, three related objectives are pursued in this article. First, the authors explore possible patterns of interaction between metaphor and metonymy (e.g. conceptual integration by enrichment). Second, the paper examines the role of the visual and verbal components in the identification of the pictorial metaphor and/or metonymy. Third and finally, the present proposal discusses the persuasive role of the multimodal interaction of elements in advertising discourse.