I saw this commercial when I was out with friends and definitely not watching my 10th hour of Hell's Kitchen on Hulu while crying into a gallon of ice cream. Psh. The first thing that caught my attention in this ad was the music and sounds. The music plays a very important role in the video, since there is no voice over. The tapping in the beginning also drew my attention, because I didn't know whether it was a part of the ad or some malfunction in my sound system. The music is very lulling and repeats over and over, which I thought was a clever background for something that is supposed to be taking place in the middle of the night.
The visuals in the ad use the common technique of "plain folks." The people featured are two cute young people who seemingly enjoy each other's company. However, I don't know anyone who looks like that woman as soon as they role out of bed. Volkswagen most likely wants this new convertible to be appealing to middle class people, as the people appear to be. This ad also appeals to the need for affiliation and for escape. Buying this car will allow you to go on exciting adventures with your friends, and everything will always be rosey. Or sunny, rather. However, it also appeals to autonomy, because these two people are the only people out at that time of day, so they stand out from the rest of the town.
I feel as though the text at the end and some of the visuals use the technique of "wit and humor." The security guard sleeping at the desk, for example. That is just hilarious. And being stopped by the ugly horned animal could be considered funny or cute. I believe that the ad is just supposed to give of a cute or quirky feeling to the car. This idea was sealed with the end, what with the sign that says it's the town of the midnight sun and the text that says the Beetle will brighten your night.
I thought the ad was effective in making the product seem appealing. I appreciate that almost the entire commercial has visuals of the car while not shoving the product down the customer's throat. It was a cute ad that was nice to look at and had a nice story line, in my opinion.
Having been to Alaska, I can connect to this ad because I know what it feels like to be awake at midnight, yet it is still light out. Once the ad begun, I had to think a little before I realized what was going on. After a few seconds, I realized that it was set in Alaska.
ReplyDeleteI can see how this ad is effective because it catches your attention. If you see the alarm clock that reads one in the morning, and you see that it is light out, this causes cognative dissonance-using that critical thinking lingo right here. The time makes you think that it is dark but since it is light, your attention is caught until you see that it is in Alaska. Then you get hit with the logo and the "Das Auto."
Das a good ad.