Similar Adverts

The similar adverts that I have viewed have been highly influential and beneficial in developing my own idea for my TV adverts. I have picked out key techniques and elements in two similar adverts that I aspire to make my adverts reach to. I have analysed the forms, styles and characteristics, techniques as well as the different uses of codes and conventions in both adverts and the way in which it remains a distinctive advert promoting football boots. The cinematography and mise-en-scene utilised in the adverts has particularly helped me to develop my own visual idea. 

Nike Total 90

This advertisement by Nike promotes the 'Total 90' or 'T90' in a narrative driven form. Nike is one of the leading sports brands and they use celebrity endorsement, featuring real life players such as 'Cristiano Ronaldo' and more. This can appeal to the audience as the football stars will grab their attention. The advert follows the progress of an upcoming football star who plays for Arsenal as they make their way up and also contains a lifestyle appeal as the character begins to achieve stardom. The advert is all in a point of view shot which invites the audience and makes it seem that they are the player themselves. This makes the advert seem even more realistic as it is from the audience's perspective and the advert presents an ideal world for a football player playing in big games and achieving stardom. As a result, this advert can identified in the style of surrealism as it contains some elements of surprise. The audience may not have expected to experience a player's point of view in football, and this makes the advert more appealing as it is different from others. The cinematography that is used in the advert is effective as it invites the audience to experience the effects of the 'T90'. The point of view shot allows for the audience to view the player's feet and the 'T90's' that are being worn and put into action. This is highly effective as it gains the audience's trust because they are being put to use and are proving its function. 

Although I will not be able to deploy a constant point of view shot in my advertisement, I will use it in some shots to signify that the football boots in my advertisement are being used. This will allow my audience to relate the narrative with the brand product which will be the football boots. I will include close up shots of the player's feet whilst celebrating a goal to suggest the product's work. This will allow me to further emphasize the benefits offered with my product because the shot power has concluded with a goal and this will prove to the audience the product's function. I will also focus on the football boots before my character puts them on to allow the audience to identify the source of the player's upcoming rise in form. My advert will ultimately be in the form of a narrative driven advert trying to be as realistic as possible. In my adverts, I will not be able to shoot in a stadium with huge crowds which may reduce the realistic features of my advert. There may be humorous elements as well when my character is missing clear cut chances and the unbelievable rise in form could be perceived as humorous. This can further appeal to the audience as they will want to purchase the football boots and see what the hype is all about.  

Puma

The following advertisement by Puma presents their own 'evoPOWER' and 'evoSPEED' boots in an realistic and humorous form where real life football players are all undergoing a series of events while wearing the boots. The advert can be classed as realistic as some players are in a hotel room and are kicking a football whilst breaking other stuff in the room. This scene particularly promotes football as it communicates that they try to play anywhere because of their love for the game. This all happens while they are wearing the football boots which are a striking pink and yellow and remain clear and visible for the audience throughout. The advert is very fast paced which emphasizes the 'speed' that the boots provide the player with. There are also humorous elements because the players seem to stop doing everything in order to kick the ball with their boots in unideal locations such as a hotel room. The football is passed on to different scenes where other players are also playing football with the boots all through match on action and invisible cuts which further maintains the speed of the advert and keeps the audience gripped. The advert also deploys a supernatural feeling with the football boots through unrealistic elements. In this particular scene, there is the destruction of a library where the player is running away with the ball at his feet. The use of CGI allows the bright football boots to stand out and this makes it seem even more impressive in an unrealistic form. In each scene, there are different scenarios involving the players and this builds to the ultimate scene where 'Sergio Aguero' is using the football boots in a real match. He dribbles past his opponents and scores an unrealistic goal that reflects the advantages of the boots. The ball is hit with immense power at a high speed and the camera follows the ball into the net. This narrative makes the football boots even more appealing as it makes the audience feel like they can do the same. As well as this, the celebrity endorsement further appeals to the audience as the football players are all in different situations and enjoying themselves with the brand product on their feet. The advert uses a variety of camera shots to exhibit the intensity and adrenaline that the football boots give to the players. The advert can be identified as a surreal advert as well because of the unrealistic features where 'Marco Verratti' is dribbling through the destruction of a library. Also, the advert contains special effects which further adds a surreal feeling to the advert and makes the product even more attractive to the audience. 

This advertisement is more unrealistic than the Nike advert but still keeps the audience hooked and interested because of the surreal elements such as special effects and editing. The final scene in the advert where the player is playing in a match has inspired me to make my second advertisement similar to it. Similarly, my second advert will be under floodlights which will differ from my first advert during daytime. This will imply a different match is being play and will emphasize the continuity in the series advert. I will present my character dribbling through players and scoring goals to emphasize the enhanced power with my football boots. I will also deploy a more clear narrative in my advert and show progress in the football match. The way in which the football boots in the Puma advert remain clear is something that I want to do in my own advert to make clear to the audience what the advert is promoting. For example, before my character shoots the ball, the camera will focus on the football boots in slow motion to highlight the power of my product. My advert will not have any CGI or special effects unlike the Puma advert but it will still appeal to the advert in a more realistic way.

In both the Nike advert and Puma advert, the scenes where the character is on the pitch have influenced me in the production of my own advert. The use of mise-en-scene in these scenes is similar to the way in which I want to present my adverts. I have analysed key shots that have influenced my own work and allowed me to advance with similar elements and make my advert unique at the same time. In both adverts, the brand identity or slogan is revealed at the end which has inspired me to do the same as it is a conventional way of presenting it. In the following PowerPoint, I have identified the different camera shots in both adverts. My two adverts will be a series and will follow on from each other.

Similar adverts from _arlindm1