spot "martini": analysis

SPOT MARTINI

SPOT MARTINI

SPOT'S ANALYSIS

PRODUCS CATEGORY alcoholics

TARGET: middle class men and women over 30

AIRING TIME: late afternoon, evening

BROADCASTING: wide range of channels

SHOTS

19 shots

At first there one some fast running shots

Then there are some slow-ups

The camera follows the lead character as if waiting to invite the audience to follow him

In the last shot the lead character stares directly into the cameras if talking

COLOURING

Lively colours are used to suggest a party feeling

The characters are wearing stylish and classy clothes in order to give an impression of elegance

CHARACTERS

The two main characters are George Clooney (a famous movie star with no evident connection with the product) and a girl who plays the role of the owner of the house.

They are dressing formal clothes: for him a dark suit over a t-shirt and shiny black shoes. For her a black dress, completed by a simple but classy accessories a brilliant accessories, a brilliant necklace and a belt, and long black earrings.

There are various extras.

PLOT

The owner of the house is giving a great party in a luxury mansion when George Clooney shows up at the door asking to come in. She points out that he should have come with a bottle of Martini to be welcomed to the party and slams the door on his face.

Lately George Clooney shows up again, this time with some boxes of Martini bearing a bottle in his hand but the house's owner takes just the bottle and slams the door on his face again.

The final shot shows George Clooney staring at the audience with a perplexed look on his face.

SOUNDS AND MUSIC

Music

It's a not well known song insted it is something especially composed for this spot.

Genre: some light jazz that suggest the idea of partying and dancing.

Sounds

There are no particular sound effects.

There is the main voice talking and some laughing in the background. The tone is ironic.

SLOGAN AND TRADEMARK

The catchword is: NO MARTINI, NO PARTY

The product's trademark is also shown in the spot:

ADVERTISED MESSAGE

GOALS

IDENTIFICATION: the trademark is shown as well as mentioned

INFORMATION: the product qualities are not shown

EXPRESSIVE AND CONVINCING AIMS: the product catches the audience's attention when George Clooney addresses to the viewer through the camera.

CALL FOR THE AUDIENCE: the camera movements make the audience feel as a part of the scene

The spot gives a simple predicament with no references to other well-known ads.

The spot features a party, a common situation were alcoholics are accepted but it suggests the idea of responsible drinking.

To appeal to the audience the spot makes use to humor/ irony.

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spot "martini": analysis

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