Sunday, May 26, 2013
This ad is one of those ads that you see on TV and makes you say "What?" For most people, the first time you see this ad, it takes about halfway through the commercial before you fully realize what is happening. Since this ad is only thirty-three seconds long, it goes by really fast and you will most likely miss what the ad is about in the first run-through.
In this ad, the colors and the music play a more major part than the voice-over. The music is upbeat which goes with the theme of springtime that this ad tries to convey. The music starts simply with a beat then becomes more lively with the ukulele strumming in the background. The colors in this ad are very vibrant. From the strings being pulled by the car to the colors that are behind the people, this scenery looks very springy. Since the whole idea behind this commercial is that the car sale is because we are throwing off winter and it is turning spring, which is connected to Infiniti. One last thing that connects to the spring theme is the sign in the beginning of the ad. The sign is the one that you watch to see if you can walk across the street. The sign goes from "stop" to "go," which symbolizes how we stop being happy in winter and in spring, we can begin to be happy in the spring, if that makes any sense whatsoever.
In this ad, I was able to identify three needs that were satisfied; the need for aesthetic sensations, the need for attention and the need for affiliation. With all the colors in this ad and the creative idea of having people's clothes unravel, this ad satisfied our need for aesthetic sensations. The stylish people who are in this ad might also satisfy our need for aesthetic sensations by wearing some thing new that we haven't seen already. The need for attention is used in this ad because everyone looks at the car and if you had that car, you would get that attention because this car draws people's attention like moths to a light bulb. The strings that are attached to the car show how many people are attracted to it, which is a lot. The last need is the need for affiliation which is used to show that this car is like you. The ad shows that this car is like you by having the strings of your clothing being attached to it. The car is like a hub for people to find affiliation. Everyone is affiliated with this car because their clothes are all being unwound by the car. Although an abstract take on this ad, I think that these three needs are fulfilled by this ad.
There were only two common advertising techniques that I could find in this ad; the humor appeal and the gestalt principle. I thought that this ad was a little humorous because of the premise that every one's clothes were being unraveled by a car. Even if you didn't think that this ad was funny, please try to go with the flow and agree with me on this one thing. The gestalt principle is more pronounced in this ad because the oddity of people's clothes being unraveled by a car is both the "what's wrong with this picture?" and oddness of color. This ad tries to catch your attention through the gestalt principle and once they have your attention, they slap you with a product.
The only thing this ad does is attach springtime to Infiniti and hopes that, come spring, you will think "Infiniti" and go spend forty to fifty grand on a car. I'm sure many people are going to do that. In fact, I'm gonna go out to my dealer right now, to see of my Infiniti of choice can unravel my clothes too.
I really liked the music in this commercial. But I sort of had a problem with the concept behind the ad. I felt like the idea just wasn't connected enough to the product. The beginning could be an ad for anything, and at the very end they tack on a car. But I guess I should keep in mind that they're selling the sale event, not necessarily the car itself, right? Overall, however, there was nothing especially offensive about the ad, the music was cute, and having the car drive around with all the strings attached to it looks pretty cool. Also, the dog in a sweatshirt is just the tops.
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