The spot that I will discuss is a spot
produced by the McCann Erickson advertising agency for the Coca Cola Company in
2009.
This advertisement analysed to a minimum
is an advertisement which aims to announce a refreshing drink Coca Cola. It was
released in audiovisual media such as television and the internet and has a
duration of 1 minute 32 seconds.
Now I will analyze the spot telling what
appears on this. The spot begins with a copy where you can read the intention
of this and that is that, in times of crisis, Coca Cola brings together the
older man and the youngest baby in the world. Coming up next we can see a
pregnant woman, pretty nervous, because as indicate this time the spot, missing
three hours to give birth. The woman’s belly, that is to say, the baby is
presented as Aitana Martínez. In the backplane we see an older man who just
then begins to tell a presentation of him to Aitana. He begins by saying that
is called Josep Mascaró and is 102 years old. The following comment is the luck
to have had be born, and therefore fortunate to have met his wife and his
friends. Tells her that he will go to visit her to the hospital because many
people will tell her that is a madness be born into a world with such crises,
but he wants say to her that in the end all she will remember will be good
times. By this he wants to advise her to enjoy every moment that makes she
happy. While these words are heard, we can see that the man meets the little
newborn. The last seconds of the video are shown to us several moments lived by
Josep, but he still speaking to Aitana saying: “the only thing you will not
like of the life is that it will seem very short”, and ending with the campaign
slogan: “You are here to be happy”.
For this spot, Coca Cola continues with
its emotional line with which has accustomed us over several years under the
slogan: “Open happiness”. Besides advertise a product, the spot tries to give
pause and especially thrill the audience. In this way can get closer the values
of the brand with consumers. The brand is not presented until the end of the
spot because it does not seek an outright sale but spread its values. When we
consume this brand, we consume what it conveys; its values and experiences
lived through the brand. In all the videos that encompasses this slogan, Coca
Cola has scrounged a powerful intangible face of its competition, and it is the
concept of “happiness”. Happiness is subjective to each person, and can have infinite
definitions, but trough “Open happiness” wants to group all these definitions
that can be given, under his name or brand. This is to ensure that all people
think in Coca Cola as a synonym for happiness. Always try to relate their
advertisements with situations that we can be identified easily identified as
close to us. In this way, it is doing us feel part of the brand and, again,
make use of the emotional and not rational.
Now I’m going to focus on the
repercussions of this particular ad. Was very successful because it came at a
moment when people were very worried and pessimistic due to the economic crisis.
It managed to move the population with their own experiences of the lead actor,
implying that this might not be one of the best moments in history, but he has
lived through worse times and in the end, the only thing that he remember are
the good times. In the second part, where the newborn has more prominence,
Josep speaks of the importance of seizing the moments that make you happy.
LORENA CARLA ANDREI
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