Coca Cola?s ?Brotherly Love? Super Bowl Commercial is advertising the Coca-Cola product, while using a love-hate sibling relationship. In spite of the fighting in the beginning, it shows that the company is not just about selling pop, but about relationship and family. In this Coca Cola commercial, the main characters are two brothers, exploring a story about love and conflict, and how the older brother consistently bullies his younger brother. To enforce the brand and sell the company’s product, the traditional Coca Cola bottle is seen throughout the commercial so that it is instantly recognizable to the audience as to what it is selling. We can notice that time is summer and hot weather. This is because they wear short sleeves and in park scene, we can see that they sweat. The Coca-Cola Company tries to show that Coca Cola is always a part of daily life by using two very normal boys? lives. They also want to suggest that Coca Cola is a warm product which connects people together.
Three of first four scenes are at home. One of them (rain one) is outside. Last scene, they are in a park. All of the places are quite familiar with our daily life. We can notice that time is summer and hot weather. This is because they wear short sleeves and in park scene, we can see that they sweat. The two brothers? identities are students therefore there are several scenes such as playing games, their way to home after school and campus. As advertiser is promoting Coca Cola, it is appearing in the scenes all the time around the two brothers.
Music is an essential element in advertising. Avicii?s ?Hey Brother? has been used in this commercial. It is a softer version in order to create a comfortable and warm atmosphere. Obviously, the diegetic sound (the song) is totally used in the commercial but there are still some non-diegetic sounds such as the sound of video games, the rain sound and the noise from the playground. Overall, the setting and music are relaxing and comfortable. Audiences cannot hear any conversation and also diegetic sound is very little. We can only hear the sound such as when older hit younger?s cap, when three boys run away, and rain. In addition, lyrics is about trust between brother and sister so the music is very important element in this ad.
Item # 3: Clothing, Lighting and Color:
Natural light is used and as a whole yellow color which makes a warm atmosphere. At last, the scene when old brother gets upset to three boys and the shot that three of them are surprised at him, we can see shadow on them and it gets little bit darker. When younger brother drinks coca cola, it seems like bottle is lighted up. Characters in this ad wears t-shirt, jeans, sneakers and have phones, headphones, game. This style is similar to normal boys who can be found anywhere. However, younger brother always wears clothes based on red. Even younger?s a pair of sneakers. This is assumed that because the main color of coca cola is red.
The cinematography is very clever. The picture is almost never in one position for a lengthy period of time. The cinematography displays how the brothers are always busy doing things but whenever they get the chance to agitate each other they will do it; the cinematography displays this with the quick movements when the elder brother teases the younger. The change in scenery displays the amount of times the brother does this and it makes us a feel like he is a mean and nasty brother but then again at the end of the day the cinematography displays that the brother will always be there for his little brother. There is a lot of editing in this advert. There are many cuts on almost every scene. When the elder brother protects the younger brother against those bullies there is a crucial cut in the scene between him giving his younger brother his coke back and him tapping it so that he spills it on himself.
The message of this advertisement is quite clearly brotherly love and that whenever you need it coke won?t let you down just like the elder brother doesn?t let down the younger brother. This depicts what coca cola are all about, spreading the love and supposed goodness in Coca Cola products. This advert is effective because it creates attention to the product being advertised. Coca Cola have made the advert to be entertaining as well as fulfilling to watch. The fact that in the end a coke saves the boy from being bullied shows how Coca Cola have tried to display their product as being the helping hand when you need one and never something that will let you down
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