What to say about it?
Well first of all, let's take a look!
I think that the rhythm is first thing coming out from a first view: the spectator is involved since the first scenes, thanks to the soundtrack, that is perfectly followed by the voice-over and every single sound during the whole commercial.
I'd like to remember everyone that the sound is fundamental to generate emotional involvement due to its power to regulate heart's beat: to summarize, the faster the beat, the higher the involvement, the stronger the emotions.
For this reason, psychologists gives a lot of of investments in terms of time and money to study brain's reactions to sound impulsions.
Of course, the image succession nicely fits with the sound, and it contributes to give a higher dynamic level. The ensemble, in my opinion, is quite hypnotic.
Talking about "hypnosis", what greatly contributes to keep the viewer's attention, is the already mentioned voice-over: what really impressed me, was the captivating narration flow.
The speaker starts to involve us since the first seconds of the storytelling, which is characterized by the systematic repetition of words and statements to emphasize concepts and images that stands behind the realization of the car; in fact, we used to see most of the advertising which are focussed on the product, but this one is different, because it shows the "backstage". What is different from daily life, better keeps our attention.
And this is clear since the beginning, when they tell us that they're about to show us "how to change cars forever".
In addiction, the choice of tell us about the efforts made to build this car, could be appreciated in a crisis period, when the consumer feels the need of being reassured about the quality of a long lasting product.
And we can see every one of those efforts: from the first ideas and sketches, to the last decisions about finance and marketing (advertising, endorser), is like a sort of "car's gestation" that we follow step by step.
This approach (step by step) could also be seen as an attempt to make people feel attached to the model before its official presentation, contributing to better develop the brand loyalty.
What we see in this commercial is not common: they show us the backstage in a perfect mixture of passion, reliability and irony, that, in my opinion, is delicious and useful: for example, "kick out the finance guys", makes us smile, but it has the merit to explain that they would be ready to go against the fundamental business rules (just exaggerating, of course) to take premium-car's characteristics to the main.
Rhythm, passion, irony, images, flow: mix it all up in a (s)pot and you'll not be able to realize that car's benefits are showed in a quite hidden way. In facts, they do take to our minds concept like quality, reliability, advanced technology just letting us take a sneak peek of what's behind. It's like they are saying: "We're not even interested in show you our car, just look how we've done it".
This kind of commercial proves certainty, assurance and profession to the consumer (functional in building a strong brand equity), so that, at the end of the tvc, Dodge has the power to say that "Making a ground-breaking car. It's that easy".
This is maybe the last ironic sentence, because it could be read in opposition to the great efforts showed for a minute and a half, and it sounds like "Seemed it so hard to you? We're accustomed to work so hard for you!".
The path we've followed started from "How to change cars forever", and now, passing through the whole narration, has arrived to the above mentioned "Making a ground-breaking car. It's that easy".
So, what's the conclusion of the ad?
Well, it seems a rules-braking commercial, where classic schemes are questioned (remember about the finance, or the committees, etc.).
Out of schemes, far away from the status quo, no compromises ("...they lead to compromise, and compromise leads to this"): the payoff is just "New rules", with a road on the background.
New road's rules, this is the all-new Dodge Dart.
I'd like to remember everyone that the sound is fundamental to generate emotional involvement due to its power to regulate heart's beat: to summarize, the faster the beat, the higher the involvement, the stronger the emotions.
For this reason, psychologists gives a lot of of investments in terms of time and money to study brain's reactions to sound impulsions.
Of course, the image succession nicely fits with the sound, and it contributes to give a higher dynamic level. The ensemble, in my opinion, is quite hypnotic.
Talking about "hypnosis", what greatly contributes to keep the viewer's attention, is the already mentioned voice-over: what really impressed me, was the captivating narration flow.
The speaker starts to involve us since the first seconds of the storytelling, which is characterized by the systematic repetition of words and statements to emphasize concepts and images that stands behind the realization of the car; in fact, we used to see most of the advertising which are focussed on the product, but this one is different, because it shows the "backstage". What is different from daily life, better keeps our attention.
And this is clear since the beginning, when they tell us that they're about to show us "how to change cars forever".
In addiction, the choice of tell us about the efforts made to build this car, could be appreciated in a crisis period, when the consumer feels the need of being reassured about the quality of a long lasting product.
And we can see every one of those efforts: from the first ideas and sketches, to the last decisions about finance and marketing (advertising, endorser), is like a sort of "car's gestation" that we follow step by step.
This approach (step by step) could also be seen as an attempt to make people feel attached to the model before its official presentation, contributing to better develop the brand loyalty.
What we see in this commercial is not common: they show us the backstage in a perfect mixture of passion, reliability and irony, that, in my opinion, is delicious and useful: for example, "kick out the finance guys", makes us smile, but it has the merit to explain that they would be ready to go against the fundamental business rules (just exaggerating, of course) to take premium-car's characteristics to the main.
Rhythm, passion, irony, images, flow: mix it all up in a (s)pot and you'll not be able to realize that car's benefits are showed in a quite hidden way. In facts, they do take to our minds concept like quality, reliability, advanced technology just letting us take a sneak peek of what's behind. It's like they are saying: "We're not even interested in show you our car, just look how we've done it".
This kind of commercial proves certainty, assurance and profession to the consumer (functional in building a strong brand equity), so that, at the end of the tvc, Dodge has the power to say that "Making a ground-breaking car. It's that easy".
This is maybe the last ironic sentence, because it could be read in opposition to the great efforts showed for a minute and a half, and it sounds like "Seemed it so hard to you? We're accustomed to work so hard for you!".
The path we've followed started from "How to change cars forever", and now, passing through the whole narration, has arrived to the above mentioned "Making a ground-breaking car. It's that easy".
So, what's the conclusion of the ad?
Well, it seems a rules-braking commercial, where classic schemes are questioned (remember about the finance, or the committees, etc.).
Out of schemes, far away from the status quo, no compromises ("...they lead to compromise, and compromise leads to this"): the payoff is just "New rules", with a road on the background.
New road's rules, this is the all-new Dodge Dart.
Non posso che farti i complimenti!! Semplicità nella spiegazione e accuratezza nell'analisi sono fusi insieme!
RispondiEliminaTi ringrazio Matteo, il mio intento è sempre quello di presentare i concetti in modo semplice e immediato, sono felice che tu abbia apprezzato proprio questo!
RispondiElimina