Adidas Climacool
http://www.youtube.com/watch?v=DkZSl-0e5b0
This advert is particular of interest to Steve and I, as it focusses on one aspect of the brand, much like what we wish to do for our second advert. This particular example, although obviously higher budget than our own, uses some interesting techniques that we could adapt for our own advert.
Firstly, this brand has effectively used the name of the running shoe, 'climacool,' to the adverts story. This is effective as it brings the name of the product more to the audience's attention immediately, as the footage will make it more memorable and unique. The advert uses miss-en-scene mostly to exploit the product name. The advert uses a warm location, where all the other characters seem hot and bothered. This idea is further emphasised through the use of cross cutting at the beginning, to show the temperature to be 37 degrees. A wide shot is then used from behind David Beckham to show two characters attempting to cool him down. Following this, two men with fans aim them towards him, and then a larger fan begins to follow him. His blue running outfit also connotes the idea of cold and relaxed, further presenting this idea of him being comfortable in extreme heat. The use of these props and actions exploit the 'cool' part of the product name, and present the product as being successful in keeping the runner cool and comfortable. This will appeal to the audience, as they will see the product as seeming well rounded and suiting all their needs. As well as the temperature definition of the word 'cool,' this advert also exploits the other meaning of the word. At the end of the advert, Beckham runs into a shot of girls, who are immediately drawn to his shoes. This is accompanied by the typography 'cool from every angle.' The fact the girls are drawn to the shoes rather than the celebrity modelling them will appeal to the audience, as this presents them as being noticeable for their appearance, as well as their performance.
In terms of cinematography and editing, this advert uses several techniques that show the product as being well suited to all conditions. The advert immediately cross cuts to David Beckham's feet and the shoes, showing a close up of the product itself. This immediately shows the audience what is being advertised; the brand can be clearly seen via the logo and the use of slow motion and a long take means the audience gets the chance to take in this information. A close up is then used of Beckham's face (0.07) to reveal a chilled out and relaxed facial expression, despite the hot and bothered expressions of the extras in the advert. This connotes the idea that he is satisfied with the product, giving a positive impression to the audience. A wide angle shot is then used to display Beckham running quickly past the men with fans. This still shot is effective, as it means the audience can see the speed at which Beckham is travelling in the shoes, despite the hot weather. Tracking has been used for this type of shot in previous adverts Steve and I have seen, however I feel this is just as effective in enhancing the idea of the products success - if not, more.
Finally, as the papers are propelled into the air, a tilt is used to emphasise the height at which they travel, as well as showing speed. This further promotes the idea of Beckham's speed whilst using the shoes, whilst also further exploiting the idea of the product name.
The sound used in this advert is mainly non-diegetic. The background music is positive and upbeat, connoting the idea of the products success as well as how laid back and relaxed Beckham is, even whilst running in high temperatures. Diegetic sound is also used however. For example, we can hear the sound of the fans, as well as the gust of wind that propels the papers into the air, and the gust of wind that hits the people waiting to cross the road. This is effective as it emphasises the idea of cool, as we are able to identify sounds relating to this, further enhancing the product name. A similar non diegetic sound is used to reveal the logo at the very end of the advert, summarising the product and brand effectively.
Another diegetic sound used is the sound of Beckham's feet hitting the ground, both at the beginning and end of the advert. Both shots are accompanied by a slow motion shot of his feet, similar to that at the beginning of the advert. This circular structure emphasises the idea that, even after that long run, Beckham is still able to keep running. This enhances the products success, as they are seen as well equipped for long runs in all conditions.
This advert also uses typography, instead of dialogue, to advertise the product name and slogan. As I have previously mentioned, the dialogue 'cool from every angle' is used as the girls admire the shoes. This presents the shoe as seeming cool in a number of ways - both performance wise, and as being admirable. This will give the product appeal as the audience will view them as not only successful, but fashionable. Having the most modern gear is important in today's society, so this slogan is ideal. Typography is also used to present the product name and the fact is has '360 ventilation.' It is important to sum up the aspects of the product in a short and concise phrase, so it is memorable and unique.
Final things to mention about this advert are its length and production budget. Firstly, it is a short advert, being only 31 seconds in length. However, it has managed to incorporate many effective shot types and other techniques. This is important for Steve and I to remember, as shorter adverts do tend to be more memorable and have a bigger impact when advertising a particular product. Also, the final CGI shot of the shoe in action may be difficult to create on a low budget, however I do see this as effective. We may be able to create something similar using our own software. Also, certain shots may be difficult to recreate, such as aerial shots. We mustn't get hung up on these ideas, and remember that this advert also uses a variety of shots we can easily recreate.
Katie Hunt
http://www.youtube.com/watch?v=DkZSl-0e5b0
This advert is particular of interest to Steve and I, as it focusses on one aspect of the brand, much like what we wish to do for our second advert. This particular example, although obviously higher budget than our own, uses some interesting techniques that we could adapt for our own advert.
Firstly, this brand has effectively used the name of the running shoe, 'climacool,' to the adverts story. This is effective as it brings the name of the product more to the audience's attention immediately, as the footage will make it more memorable and unique. The advert uses miss-en-scene mostly to exploit the product name. The advert uses a warm location, where all the other characters seem hot and bothered. This idea is further emphasised through the use of cross cutting at the beginning, to show the temperature to be 37 degrees. A wide shot is then used from behind David Beckham to show two characters attempting to cool him down. Following this, two men with fans aim them towards him, and then a larger fan begins to follow him. His blue running outfit also connotes the idea of cold and relaxed, further presenting this idea of him being comfortable in extreme heat. The use of these props and actions exploit the 'cool' part of the product name, and present the product as being successful in keeping the runner cool and comfortable. This will appeal to the audience, as they will see the product as seeming well rounded and suiting all their needs. As well as the temperature definition of the word 'cool,' this advert also exploits the other meaning of the word. At the end of the advert, Beckham runs into a shot of girls, who are immediately drawn to his shoes. This is accompanied by the typography 'cool from every angle.' The fact the girls are drawn to the shoes rather than the celebrity modelling them will appeal to the audience, as this presents them as being noticeable for their appearance, as well as their performance.
In terms of cinematography and editing, this advert uses several techniques that show the product as being well suited to all conditions. The advert immediately cross cuts to David Beckham's feet and the shoes, showing a close up of the product itself. This immediately shows the audience what is being advertised; the brand can be clearly seen via the logo and the use of slow motion and a long take means the audience gets the chance to take in this information. A close up is then used of Beckham's face (0.07) to reveal a chilled out and relaxed facial expression, despite the hot and bothered expressions of the extras in the advert. This connotes the idea that he is satisfied with the product, giving a positive impression to the audience. A wide angle shot is then used to display Beckham running quickly past the men with fans. This still shot is effective, as it means the audience can see the speed at which Beckham is travelling in the shoes, despite the hot weather. Tracking has been used for this type of shot in previous adverts Steve and I have seen, however I feel this is just as effective in enhancing the idea of the products success - if not, more.
Finally, as the papers are propelled into the air, a tilt is used to emphasise the height at which they travel, as well as showing speed. This further promotes the idea of Beckham's speed whilst using the shoes, whilst also further exploiting the idea of the product name.
The sound used in this advert is mainly non-diegetic. The background music is positive and upbeat, connoting the idea of the products success as well as how laid back and relaxed Beckham is, even whilst running in high temperatures. Diegetic sound is also used however. For example, we can hear the sound of the fans, as well as the gust of wind that propels the papers into the air, and the gust of wind that hits the people waiting to cross the road. This is effective as it emphasises the idea of cool, as we are able to identify sounds relating to this, further enhancing the product name. A similar non diegetic sound is used to reveal the logo at the very end of the advert, summarising the product and brand effectively.
Another diegetic sound used is the sound of Beckham's feet hitting the ground, both at the beginning and end of the advert. Both shots are accompanied by a slow motion shot of his feet, similar to that at the beginning of the advert. This circular structure emphasises the idea that, even after that long run, Beckham is still able to keep running. This enhances the products success, as they are seen as well equipped for long runs in all conditions.
This advert also uses typography, instead of dialogue, to advertise the product name and slogan. As I have previously mentioned, the dialogue 'cool from every angle' is used as the girls admire the shoes. This presents the shoe as seeming cool in a number of ways - both performance wise, and as being admirable. This will give the product appeal as the audience will view them as not only successful, but fashionable. Having the most modern gear is important in today's society, so this slogan is ideal. Typography is also used to present the product name and the fact is has '360 ventilation.' It is important to sum up the aspects of the product in a short and concise phrase, so it is memorable and unique.
Final things to mention about this advert are its length and production budget. Firstly, it is a short advert, being only 31 seconds in length. However, it has managed to incorporate many effective shot types and other techniques. This is important for Steve and I to remember, as shorter adverts do tend to be more memorable and have a bigger impact when advertising a particular product. Also, the final CGI shot of the shoe in action may be difficult to create on a low budget, however I do see this as effective. We may be able to create something similar using our own software. Also, certain shots may be difficult to recreate, such as aerial shots. We mustn't get hung up on these ideas, and remember that this advert also uses a variety of shots we can easily recreate.
Katie Hunt
No comments:
Post a Comment