LAU WingKi (5426 0964)
This is a TV commercial, which sells Cannon EOS Rebel T4i, in 2012. The commercial talk about the stories behind the photos. The target audience is adult age as the commercial’s characters are have family or can travel by themselves. The ideology of the commercial is consumerism because the commercial try to persuade audience buy their product with some strategies.
Firstly, the commercial try to enhance the sense of belonging and identity by the mirror effect. As we can see that characters take photos in different places, such as river, roof top or street. The scenes can let audience put themselves in different characters, for example a man take photos on the street but yell by shop owner or a woman push a bowl out of the table all because she wants to take a photo of her daughter. They are normal people in the normal spot, it can let the target consumer take themselves more easily. Some character still act as if a professional photographer although they chase by a giraffe or get hurt when taking photos. At the end, display beautiful photos, which all take by the characters. It’s cater for target audience’s desires of being special and create an emotion of goodwill after buy the product. In addition, it’s also a kind of narration strategy because Cannon sells the product through several stories behind the photos.
On another hand, the slogan, “Long Live Imagination” has a deep connection with consumer because “Long Live” is a positive words and combine with “Imagination” can create such a superiority feelings when they use the product and feels like an imaginer and stand out from the crowd. Moreover, the slogan and the background music are echo with each other, for instance the lyrics, “Beautiful dreamer, dream of my heart ” (0: 39), which echo with the the slogan, to be a dreamer and long live with imagination.
To sum up, it’s a successful commercial as target a wide age range and the narration, slogan and background music are match well.
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Video comes from:
Canon inspired - Long Live Imagination (60 Sec)- Rebel T4i
https://www.youtube.com/watch?v=TClpdCPszc8
The commercial BGM (Original):
Rachel Fannan - Beautiful Dreamer
https://www.youtube.com/watch?v=JGDCI7Gq14Q
Commercial Information:
Client: Canon USA
Spot: "Inspired"
Agency: Grey, New York
Chief Creative Officer: Tor Myhren
Executive Creative Directors: Ari Halper, Steve Krauss
Creative Directors: Stu Mair, Dave Cuccinello
Agency Broadcast Producer: Topher Lorette
Agency Photography Producer: Jen Pugliese
Agency Print Producer: Debbie Joyce
Account: Rick Cusato, Melinda Hecht, Lindsey Christensen, Jennifer Fritz, Floriana Abramovich
Production Company: MJZ, Los Angeles
Director: Nicolai Fuglsig
Director of Photography: Linus Sandgren
Editor: Neil Smith, Work Editorial
Photographer: Simon Harsent
Music, Sound Design: Henry Boy, Black Iris Music
Agency Music Producer: Zach Pollakoff
Music: Black Iris Music
Arranger: Rob Barbato
Vocals: Rachel Fannan of Only You (courtesy of White Iris Records)
Music Creative Directors: Daron Hollowell, Jonathan Fuller
Music Executive Producer: Jenny Hollowell
Music Producer: Amy Crilly
Music Assistant Producer: Rob Lowry
This is a TV commercial, which sells Cannon EOS Rebel T4i, in 2012. The commercial talk about the stories behind the photos. The target audience is adult age as the commercial’s characters are have family or can travel by themselves. The ideology of the commercial is consumerism because the commercial try to persuade audience buy their product with some strategies.
Firstly, the commercial try to enhance the sense of belonging and identity by the mirror effect. As we can see that characters take photos in different places, such as river, roof top or street. The scenes can let audience put themselves in different characters, for example a man take photos on the street but yell by shop owner or a woman push a bowl out of the table all because she wants to take a photo of her daughter. They are normal people in the normal spot, it can let the target consumer take themselves more easily. Some character still act as if a professional photographer although they chase by a giraffe or get hurt when taking photos. At the end, display beautiful photos, which all take by the characters. It’s cater for target audience’s desires of being special and create an emotion of goodwill after buy the product. In addition, it’s also a kind of narration strategy because Cannon sells the product through several stories behind the photos.
On another hand, the slogan, “Long Live Imagination” has a deep connection with consumer because “Long Live” is a positive words and combine with “Imagination” can create such a superiority feelings when they use the product and feels like an imaginer and stand out from the crowd. Moreover, the slogan and the background music are echo with each other, for instance the lyrics, “Beautiful dreamer, dream of my heart ” (0: 39), which echo with the the slogan, to be a dreamer and long live with imagination.
To sum up, it’s a successful commercial as target a wide age range and the narration, slogan and background music are match well.
————————————————————————————————————————————--
Video comes from:
Canon inspired - Long Live Imagination (60 Sec)- Rebel T4i
https://www.youtube.com/watch?v=TClpdCPszc8
The commercial BGM (Original):
Rachel Fannan - Beautiful Dreamer
https://www.youtube.com/watch?v=JGDCI7Gq14Q
Commercial Information:
Client: Canon USA
Spot: "Inspired"
Agency: Grey, New York
Chief Creative Officer: Tor Myhren
Executive Creative Directors: Ari Halper, Steve Krauss
Creative Directors: Stu Mair, Dave Cuccinello
Agency Broadcast Producer: Topher Lorette
Agency Photography Producer: Jen Pugliese
Agency Print Producer: Debbie Joyce
Account: Rick Cusato, Melinda Hecht, Lindsey Christensen, Jennifer Fritz, Floriana Abramovich
Production Company: MJZ, Los Angeles
Director: Nicolai Fuglsig
Director of Photography: Linus Sandgren
Editor: Neil Smith, Work Editorial
Photographer: Simon Harsent
Music, Sound Design: Henry Boy, Black Iris Music
Agency Music Producer: Zach Pollakoff
Music: Black Iris Music
Arranger: Rob Barbato
Vocals: Rachel Fannan of Only You (courtesy of White Iris Records)
Music Creative Directors: Daron Hollowell, Jonathan Fuller
Music Executive Producer: Jenny Hollowell
Music Producer: Amy Crilly
Music Assistant Producer: Rob Lowry