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Unit 30:1 - Advertisement Production for Television

ND Creative Media Production Y2 – 2014–2015 Semester 2Unit 30: Ad Production for Television Darragh Doherty

Introduction

The two advert I chose to compare are the KIA Super Bowl Commercial and the Esurance Super Bowl Commercial.

The Super Bowl

The Super Bowl is the annual championship game of the National Football League (NFL).As the Super Bowl is known to have a high viewership, many companies compete to have their advert shown during the commercial break. Commercial companies pay thousands of pounds to have air time for their product during this highly viewed time.

Narrative: The KIA Ad

The advert has a closed linear anti-realist narrative that revolves around a couple who are given a new car by Morpheus (played by Laurence Fishburne) from The Matrix. The ad quantifies as an anti-realist narrative as special effects are used to portray spectacle throughout the ad which imply that ad takes place without the fictional world of the Matrix.

There are several references to The Matrix films, for example, the blue key and red key are a reference to the blue and red pill from the film. Particular camera shots are also similar to shots used in the matrix, for example there is an iconic matrix shot of Morpheus' glasses reflecting the people in front of him. There's also a shot of a woman holding a spoon that bends, this is a reference to a scene in the Matrix where a characters spoon bends with their mind.

Camera shot from the KIA advert Camera shot from the Matrix

Narrative: The Esurance Ad

The advert has a closed linear realist narrative that revolves around a woman visiting a pharmacy who meets Walter White (played by Bryan Cranston), from the TV series Breaking Bad. The ad quantifies as an realist narrative as there are no special effects or spectacles but insist uses humour, which gives the ad a believable atmosphere.

Similar to the KIA advert, there are various references to the Breaking Bad series, for example the yellow suit and the mask is the same Walter wears in the series. He also uses his catchphrase: “Say my name.”

The yellow suit and mask in the ad The yellow suit and mask in the show

Style

The KIA AdThe advert has a surreal style, which is at first subdue but then becomes more heavy as the ad goes.

The first instant of a surreal element is when the character Morpheus appears in the backseat of a moving car.

The surreal elements become more prominent when Morpheus begins to sing Nessun Dorma while street begin to explode and cars flow in mid-air.

The Esurance AdThe Esurance advert in contrast, is much more realist but also humorous.

The humour comes from conversion between the two characters. There also an instant of when parody when the character Walter White uses his “Say my name” catchphrase.

Selling Techniques

The KIA AdCelebrity endorsement from Laurence Fishburne who repeatedly makes references to how the car “will change the way you see luxury”. The ad also uses spectacle to astound the viewer.

The ad uses association with The Matrix which has a firm fan following who more interested by advert than non-fans.

When the Matrix was released, in 1999, it grossed $463,517,383 globally.

The Esurance AdCelebrity endorsement from Bryan Cranston. They also use comedy to entrain the viewer.

The ad uses association with Breaking Bad which has a firm fan following who would be more interested by the advert than non-fans.

When the final episode of Breaking Bad aired it, in 2013, it was watched by 10.3 million people.

Target Audiences

The KIA AdThe target audience for the KIA advert would be adults who are financially well-off, as the couple in the ad are implied to be wealthy.

The advert is also aimed at fans of The Matrix film and who, must likely, be in a position to buy a new car.

The Esurance AdThe target audience for the Esurance advert would be adults who are looking for insurance.

The advert is also aimed at fans of Breaking Bad series and who, must likely, be in a position to buy a new car.

Advantages over similar Products

The Esurance Ad• The product receives a

celebrity endorsement from Bryan Cranston as Walter White.

• The unique selling point for the Esurance advert is that company can give you insurance that’s right for you.

• The advert was shown during the Super Bowl which is watched by millions. Meaning the ad would have got a high viewership.

The KIA Ad• The product receives a

celebrity endorsement from Laurence Fishburne as Morpheus.

• The car presented as “redefining luxury”.

• The advert was shown during the Super Bowl which is watched by millions. Meaning the ad would have got a high viewership.

Regulation

Advertising in the United States is regulated by the Federal Trade Commission on a federal level while States and more local political divisions can have their own laws on the subject. This applies to both ads as they were produced and aired in the US.

Conclusion

Both adverts have similarities and differences:SimilaritiesActors reprising their roles as characters they played as in famous roles.

DifferencesThe differences in production values the two ads are notable. The KIA advert uses special effects, several actors and extras. In contrast, Esurance advert was obviously filmed on a single set with just two actors and no special effects.