Dior Sauvage Johnny Depp Commercial
This iconic Dior Sauvage advert features Johnny Depp as the face of the brand. It portrays Johnny Depp playing the guitar in a big city and then driving out into the desert where he buries his jewellery whilst looking very "mysterious". According to Dior's press release the advert "tells a story of freedom and emotion, a man and his instincts".
The target audience for this advert would initially seem to be predominantly men, but by using Depp as the face of the brand they can reach a much wider audience including his fans and admirers, especially as he has been famous since the 80's - he would seem relevant to multiple generations. It would also massively appeal to women, as Johnny Depp is seen as very attractive and apparently over 50% of mens cologne is bought by women. Using a famous celebrity further validates the already established brand - if Depp thinks it is a good product then it must be good. Furthermore, he wears black eyeliner relating back to his role as Jack Sparrow, so the commercial could also resonate with Pirates of the Carribean fans. He also wears black and navy, which could represent power, strength and masculinity, tying in with the Sauvage brand identity, whilst also reflecting the physical appearance of the product itself. As well as appearing in the visuals, Depp also voices the commercial, giving it more authenticity and narrative.
The ad itself is very cinematic. It starts with loud guitar rock music which grabs the viewer attention, accompanied by a panning, birds eye view shot of a city and then Johnny playing the guitar. Blue lighting is used creating a euphoric and mysterious atmosphere. He then drives out of the city and into the desert. Various animals are used which are most likely symbolic: whilst driving into the desert he sees a buffalo. Spiritually, these are seen as a symbol of survival, strength and power, which completely ties in with the brand image. When he gets out of the car, an eagle flies overhead. The appearance of an eagle in ones life mean that it is a time to reconnect with your spiritual path, representing a new found sense of purpose in your life. Finally, a wolf stands on top of his car. Wolves remind us that we are still animals with a deep-seated wild spirit. As the wolf stands alone rather than in a pack, it portrays liberation and freedom.
Lots of slow motion shots are used, making advert seem more powerful. Drone style shots are also used, implying escapism. In the end of the video a close up of Johnny's face is shown, consolidating him as the face the the brand. The ad then closes with a shot fading to black and the product itself is shown against the black background, standing out to the audience. Overall I think this is a very effective advert and the choices made lead to its success. Compared to some other fragrance adverts which appear much less meaningful and random, I feel that this advert has somewhat more of a narrative, although still up to interpretation.
Dove Campaign - Reverse Selfie
In this campaign video, we see a young girl changing herself using makeup and editing in order to look better for social media. However, each clip in the video is played in reverse, suggesting we need to reverse this toxic culture on social media and make a change.
The target audience is young girls and their familes. In the end of the video it says 'our girls' self-esteem'. "Our" makes it feel more personalised to the viewer and getting their attention more. The music chosen fits well with the tone of the video as it is quite sad and sombre. Furthermore, the grey and blue colour scheme fits with this tone. I feel that the use of reversing the clips makes it stand out from other adverts or similar videos, therefore grabbing the viewer's attention more and urging them to listen.
Overall I feel that the advert is simple but effective. At the end it reads 'More screen time during the pandemic has made things worse', 'Have the selfie talk today. Go to dove.com to find out how'. Here, rather than just making a point about the negatives of social media, the advert gives the viewer the resources and information to help actually make a change.
Mog's Christmas Calamity - Sainsbury's Christmas Advert 2015
I chose to analyse this advert as I used to love the Mog stories as a child so found it quite emotive. The advert tells the story of Mog, a cat who accidentally causes a series of home-alone esque calamities which cause her family's Christmas to go up in smoke.
The target audience for this advert is likely families as it is based on Judith Kerr's real book, Mog's Christmas. The story is told like a children's story being read out loud, with a voice over, keeping in line with the origins of the story and making it more appealing to young children and their families, therefore giving it a wider target audience. The advert uses actors to portray the real people but the cat, Mog, is animated. Whilst telling the story, the music starts off slow and then increases in tempo and volume to become more intense as things go wrong, helping to get an emotional reaction from the viewer. Some might argue that the advert is quite melodramatic, however this fact would also make it more suitable for children as it would hold their interest more.
Towards the end of the advert, the tone is very sad as the family house has been destroyed inside by the fire, however their friends, family and neighbours all come together to bring Christmas to them, instilling a sense of community and overall a warm message to the viewer that is therefore associated with the Sainsbury's brand. The end quote on screen "Christmas is for sharing", reinforces this message.
Play New - Nike
In this commercial, the target audience is probably quite wide but mainly focusing on people interested in sports and fitness or perhaps wanting to get into fitness. I feel that the advert is pretty diverse and inclusive, as it shows people of various ages, gender and race. It also shows a wide variety of sports, giving Nike the opportunity to widen the audience interested in the advert as much as possible.
It uses a voice over which directly addresses the viewer making the advert feel more personalised, and holding the viewers attention more successfully. The voice over is motivating but also realistic, and shows clips of people's failures, which I think makes the viewer feel good about themselves and realise that everyone makes mistakes, therefore they are not comparing themselves to perfect athletes and are instead wanting to buy into the brand, feeling inspired and motivated. The advert uses an upbeat track in the background and the colours are very vibrant, giving a feel-good vibe to the video.
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