Pepsi max advert
http://www.youtube.com/watch?v=8rWbg4-dw1g
This advert is clearly aimed at a target audience of men in their early to late 20s, with a wider demographic for men into their 30s. It is set within an office interview environment, with a story line of how they get one of their mates a job in that office.
The advert starts off with the wide shot of the corridor of the office building with candidates sitting in a row waiting to be asked in for the interview. It appears as though the sound of the office in the background, especially the telephone, has been enhanced. The camera angle appears to be quite low, along with the difference in height positions of the seated candidates and the boss interviewing them showing his position of power.
The very plain corridor and furnishings attract the viewers attention to the boss calling the first interview candidate in. As he calls him in the shot switches to a close up of the torso of the first interviewee. He is carrying a can of drink, possibly a can of Pepsi, but it is not clear due to the quality of the video. The sound remains the same apart from the slight sound of footsteps, and then as he moves out of frame to the left, the remaining shot shows two other “candidates” who are watching him going in with interesting looks, and anticipation of how his interview will go.
In the background the “office workers” are moving about collecting paperwork and walking about the office. Setting the scene of the office job interview.
The next shot has the first candidate, now seated at the desk of the boss, looking nervous. Again it is clear that the boss has a higher position of power as he is slightly higher in the shot, as well as having a nicer chair and is better dressed than the interview candidate. The sound of the office workers in the background has faded away and it is almost silent, apart from the sound of the papers moving as the boss scans his records, this is to cause tension within the advert and to allow the viewer to understand the tension and be a part of the advert in a way. The shot the changes to an over the shoulder shot where the boss asks “what makes you think you are qualified for this job”, up until here everything seems like a normal job interview, the scene has been set and appears to be just like any other typical job interview. You see the candidate again who up until this point has been portrayed as a nervous and scared young man who is going up against a lot of other people for this job. The silence is then broken with the candidate screaming, the shot changes from the over the shoulder shot to a medium close up of the candidate screaming, this seemingly shy nervous and quite candidate is now become very energetic and is causing a scene within the office confusing the boss.
The shot changes to the boss, who looks confused and concerned, and you can hear the candidate shouting “stop hitting me”. The shot then changes to a shot around the office with the candidate pushing things of the shelves and throwing himself against the wall. The shot then changes to the corridor outside with the other candidates; the noise is not muffled and it is very clear that someone is in distress. The picture hanging outside the office is also shown as it falls off the wall. The other candidates look confused and some appear concerned. One of the candidates that we saw earlier immediately gets up and walks away followed quickly by another candidate. The shot then changes back to inside the office where the boss, who at the start appeared to have all the power, is now powerless against the candidate who is throwing himself around the room destroying his room. You see the boss plead with him to not stick his head in the fish tank but the candidate ignores him. The next shot is again the boss from a low angle, but this time he is speechless and is confused and not sure what to do or say.
The view cuts back to a partial over-the-shoulder shot of two other candidates now clearly confused and concerned not sure what to do. The looks of these candidates, combined with the comical performance the first candidate, make the advert a comical and funny advert with a good story background of the office job interview.
In the end only one candidate is left waiting outside. He seems to not be worried about the other interview and what happened inside. The shot then cuts to him leaving through the doors of the office building.
The following shot is of the first interviewee and one of the candidates who left before their interview. They ask if he got the job. He smiles and has a little shrug then the candidate who is now clearly is one of his friends chucks him a can of Pepsi and he opens it then they all go off and celebrate by dancing comically down the street, the guys have a drink of Pepsi then the Pepsi slogan “Max IT” comes up.
This advert is a comical advert that gives the meaning that like your friends, “Pepsi” will always be there for you and help you get through the hard times, by having fun and enjoying yourself. The advert itself is a simple office scene with a twist of a candidate making the other possible candidates leave to ensure that his friend gets the job. The costumes for the advert are mostly suits and smart office attire, with casual wear for the extras in the back of the shot at the end when they are dancing.
The message is of course that Pepsi will be you friend and always be there for you when you need it most. It is aimed at the mid 20s age range male, and the advert successful captures the audience by creating a comical advert that confuses you as to what’s going on initially, and then at the end reveals what was actually going on disclosing their clever plan making you laugh and hopefully remember the advert.
Crabbies Ginger Beer advert
This advert has been staged within a set, in the style of a 1950s kitchen. The advert is mainly focusing on a character called Camilla and the product itself, Crabbies Ginger Beer. In the background you can see an old style fridge and an abstract style clock which defines the theme of the 1950’s in which the advert is supposedly set. The advert starts off with a wide shot showing 2/3rds of the presenter Camilla talking about what they will be showing in the advert. She speaks with a posh 1950’s BBC presenter style voice which is clear, crisp and easily understood.
She is dressed in 1950’s vintage clothing in the style of a typical house wife from that era, and unlike the Pepsi max advert it is clear that she is presenting and advert and not following a story or narrative as if the cameras were not there, as the Pepsi advert does.
It then goes onto a close up of the drink being poured into a glass. Keeping with the theme of the 1950’s, Camilla talks about talking a bottle from the fridge “if you’re lucky enough to own one”. This keeps with the theme and the time period in which this advert is supposedly set, and has a slight comical feel about it since most people now own a fridge and may find it hard to believe that they once were a rarity. She also embellishes her vocabulary to emphasize the point, as well as keeping in theme with the time period.
The advert, while some may think is riding on the nostalgic feel ad trying to aim at people in their early 60’s to 70’s who would remember that time period, is actually aimed at people in their late 30’s and early 40’s. The advert is actually there to tempt people into drinking it by making it seem like a classic old drink that has a high standard and quality that will appeal to their target market, because unlike the younger student and first time workers they actually have money to spend on their premium range product. As the advert continues on she continues with the theme of the 1950’s again by the choice of terms such as “exotic lemon”. Camilla then calls in George, who again is dressed in 1950’s clothing, who brings her the “exotic lemon”. It then cuts to the next shot of her drinking some showing that the product is enjoyable.
It then cuts to a poster style advert with a voice over of Camilla advertising the product and using the slogan “only for grown-ups”. The poster uses a 1950’s style font that is easily recognisable from that time period as well as block colour schemes typical of that era. They are advertising their product, and have the information about its alcoholic content, but this is not highlighted to be the centre of attention as this is not in the same style or period font as the slogans or product name.
The advert works well, as it uses an old nostalgic feel that does not blend with any other advert and so stands out and grabs your attention. The accents and clothing styles used just intrigue you and you want to watch the advert. This advert isn’t as clear about its target market, when compared to the Pepsi Max advert, but using its slogan “only for grown-ups” does give you an idea of the target market for the consumer.
I think the advert works well, as it grabs your intention and want you embrace and experience the nostalgic values that are shown within the advert, and so you want to buy the product.
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