PUMA "After Hours Athlete" Commercial #5

PUMA “After Hours Athlete” 

http://www.youtube.com/watch?v=Ua4pzSZIjyg&feature=fvst

Remember when I said that I thought that Nike’s “Write the Future” campaign had everything you needed for a commercial, I was wrong. PUMA’s “After Hours Athlete” just blew me away; clearly, it won the Grand Prix for Film Craft. The underlying message of this commercial is that we are all athletes in someway. It applies to every single person in the world, and gives reasoning to celebrate even the common man or woman. 

The commercial begins with a still shot of an ordinary house during dusk and a man closing up a shop. A light flickers on, proving that it is after hours, and slow, inspirational background music begins to play. Suddenly, a voice over describing ordinary, every day routines as something amazing. The voice is very calm, yet very confident, allowing the viewer to believe every word he says. The commercial continues with a montage of clips of different activities that ordinary people participate in at night such as bowling, playing pool, and playing darts. One immediately relates to the characters. Although these are simple occurrences, the voice over explains that each activity is just as important as the performances of famous athletes. He reiterates that even running to catch a cab home is an amazing physical performance. The last clip shows a teenage boy with his girlfriend walking home. He shoots a beer bottle into a moving dumpster, and misses; “these are the champions” are the final humorous words. 

This commercial is only three minutes long, yet it hold so much power. From the first second it begins, the viewer relates to the lifestyle. He or she feels as though that life is theirs. Once the viewer is connected, the script of the voice over persuades and guides the viewer to believe that everyone is special. After feeling connected and inspired, the viewer feels proud. The emotions tagged with the commercial prove how effective PUMA’s campaign is. The idea of “After Hours Athlete” stays with the viewer, and leaves him of her with a contented feeling.

#7 We survived!

This clip is from the Film, Film Craft, Creative Effectiveness and Titanium and Integrated Lions awards. Besides the fact that the people sitting behind us must have sprinted around Cannes without deodorant, the show was absolutely amazing. I love the attitude of the announcer and the music that plays while the winners receive their awards. It really is like the Oscars of advertising! My ultimate favorite was the Chrystler "born of fire" commercial with Eminem (even though I do not care for him as a person). I had goosebumps the entire time. It won a gold for the script category. More about the winners in my Entry Critiques paper! 

After all of the craziness of rushing to various seminars, grabbing the give-away tin canned Coke cans, and meeting the most creative people around the world, it was time for the festival to end. Although I am completely worn out, physically and mentally, I would do anything to experience this festival again. My mind was constantly blown throughout the week. This trip has not only loaded my brain with valuable advice, but also helped me to gain more confidence for my future life plans. Hopefully, one day I will be back here competing with the big dogs.

Nike "Write the Future" Commercial #4

“Write the Future” Nike:

http://www.youtube.com/watch?v=dBZtHAVvslQ

The idea of this commercial is to prove the point that European football stars that are idolized as gods or royalty create a ripple effect into society. They influence everyday activity, whether it is effecting an everyday man to a king. I have always enjoyed Nike ads, so I was drawn to this one. 

The commercial begins with a low-angle shot following a soccer ball flying through the air. I would personally say that this beginning shot is an MOS (mit-out-sound) because of the faded crowd roar and ultimate silence. Suddenly, the ball lands and fast tempoed background music begins to play, exciting the viewer. A soccer player follows the fast tempo and jukes the opponents, until suddenly the scene switches to slow motion, creating more anticipation. The screen switches from the soccer game to a quick sequence of shots showing the satellites shooting the game, fans in the crowd, and random fans watching on television. The camera switches back to slow motion when the player shoots the ball towards the goal. Another sequence of reactions from people of different cultures are shown celebrating what they think will be a goal. Out of NO WHERE, the opponent performs a bicycle kick, blocking the ball from the goal. Another sequence is shown of the reactions of the fans. The commercial switches to short clips of the soccer players outside of the game, enjoying a very swanky lifestyle. The commercial continues to show different episodes of different football players and their fans then their extravagant life. 

Honestly, I want to go join a beach soccer match right now. This commercial includes everything, in my opinion. It applies to emotions by controlling the excitement and curiosity by the use of slow motion and quickness of the switching scenes. It applies to the media, the everyday man, and celebrities. The overall message is interesting, yet true, how one can control the future with enough publicity and determination. I thoroughly enjoyed this commercial. 

Dallas International Film Festival "Love of Film" Commercial #3

Love of Film Dallas International Film Festival

http://www.youtube.com/watch?v=Gy9ETO5Bggs

This commercial caught my attention because its light tone was juxtaposed by the Asian horror film festival commercial that preceded it. The happy background music introduces the commercial during a close-up of a grown man swinging. Because he is so happy, the viewer automatically becomes happy and curious as to why he is enjoying himself. The camera zooms out, showing a dead zombie pushing the grown man. The screen cuts to another happily in-love scene of a woman riding a bicycle. The camera zooms out from her giddy smile to a cowboy’s ghost riding behind her.  Next is a pretty woman sharing a smoothie with an alien. All of these peculiar scenarios add to the confusion and curiosity of the viewer. Finally, the commercial ends with, “Dallas Film, March 31-April 10”. It is not until the last scene that the viewer understands that people love film; therefore, they love the characters that go along with film such as the subjects that were flirting with normal people.

This is a perfect example of the power of background music during filming. A smooth, happy tempo can eliminate any negative emotions of the viewer, while a fast, sudden tempo creates anxiety and uneasiness. The commercial grabs the viewers’ attention and keeps mystery to its reasoning, yet eliminating the anxiety of its suspense.  

#6 "To be a rock star, you must have a great band"

BBDO and HP Graphic Arts Master Class:

Today was a shorter day at the festival. All of my technological belongings are dying and I might still be dying from the Microsoft party. Although it did not last as long as the other days, I enjoyed the Master Class the group attended. I initially was upset that I was missing the Wieden+Kennedy Workshop; however, what the BBDO and HP graphic arts touched on was very interesting because it applied to the music industry. I had gotten a few of the BBDO employees at the Microsoft party, but did not see them at the class.

From day one,  I had noticed the Rockstar invitation and became curious as to how it applied to advertising. Each of the letters stating “A Rock Star Talking About Rock Stars” were different images applying to music, famous artists, and random funky symbols formed into letters (also serving as product placement). Marcus Medeiros, Creative Director, Almap BBDO, was introduced as a rock star of advertising. Being humble, he forgot to mention that he had won 12 lions, including the 2010 Press Grand Priz for the Billboard Magazine campaign. A huge image of a famous artist appeared on a screen with a small key showing four other famous artists’ names. The background artist was made up of smaller icons of four other artist that shared some aspect of their style. This was not only a picture full of other pictures, but a way to compare an artist’s music with another artist’s. The ability to share that much information, yet still look like a picture amazed me. I respected Medeiros’ humbleness as well, “to be a rockstar you need to have a great band”. What a rock star. 

BBDO Speaker:

Chris Hall, CEO of BBDO Atlanta, was kind enough to speak to the group after the HP meeting, and weirdly enough knows some of our friends at UGA. He stressed the importance of creativity, making a business 11 times more effective for a company. He informed us that it was the golden age for creativity. He actually quoted Space Jam, “if you can dream it, you can do it”. He admitted that if you’re not digital, you’re dead. When Claire asked him if he was able to take risks with his advertising being in a large corporation, he replied, “you have to build trust with clients, then you can sell risky ideas”. I think it is interesting that we have heard multiple times the potential for Atlanta to dominate advertising. Being so close this is an exciting goal to work towards. 

#5 "Everyone is attracted to a pulse"

McCann Worldgroup & MRM Worldwide
After surviving the Microsoft party, we woke up with two things on our minds...Magnum Bars and will.i.am. His funky fresh attitude has always interested me, so I was thrilled to attend McCann Worldgroup & MRM Worldwide seminar.


Marc Landsberg, ceo of MRM Worldwide, Tod Machover, composer, inventor, educator, and Johan Jervoe, VP, sales and marketing group, director of creative services and digital of Intel shared their advice on "technology and its transformation of creativity". Like every other seminar, they reiterated how important social media was.


Will.i.am explained that before his phone, he would twiddle his thumbs and wait until he made his way on the stage, but now he constantly he uses his thumbs to tweet about the show. Fans are able to give him feedback and support during the actual show. He thinks it's huge that technology today has allowed us to save so much time on things such as producing a song. I found it fascinating how Will.i.am was explaining rhythm. While his hand movements never stopped, he explained how people were "attracted to a pulse" and that they gravitate towards one trend. Social media and collaborating ideas for new technologies was, in his opinion, the current trend.


 Machover advised for society to find your passion and love before you create an idea; sitting in front of a computer does not spark creativity. Creativity is taking risks in life; without risks, you will not come up with unique ideas.


Amr Salama: Film Maker
Along with taking risks relating to music, the group met with Amr Salama, a successful, fearless Egyptian Filmmaker. He described living in fear throughout the streets of Egypt, constantly harassed by the police. The media was not reporting on the corruption of government; naturally, Salama joined his fellow Egyptians to fight for freedom. His debut film, On A Day Like Today was a box office hit and was accepted to multiple international film festivals.


During his interview, he casually brought up how he had been kidnapped, no big deal. I soon noticed his  intransigent motives to make the world a better place. Salama realizes that his films are controversial (in an Egyptian's perspective); however, he is willing to be thrown in jail while educating people about flaws in society. Social media sparked the revolution. People heard an idea and took action. His strong determination and pure morals inspire me.


(As a rookie at downloading from the internet, I am in the process of finding On A Day Like Today)

http://www.youtube.com/amrmsalama 

Parship 'Cupid' Commercial #2

Parship's Cupid Campaign:
http://www.youtube.com/watch?v=a8ztMFJ1cw8


Parship shares a clever commercial about the decline of Cupid's match making due to the success of Parship's online dating website. The commercial starts with a low-angle shot of a fat, simple-looking man washes his face in a dreary hotel. The commercial foreshadows who this mystery man is when he practices shooting a make believe bow and arrow. Obviously bored and not in any rush, you see a zoomed out view of him strolling down the street with slow, instrumental back ground music.
The camera zooms into a scene where he looks in a photo booth with two lovers kissing and pathetically grabs the photoslip. The man, who the viewer has been following, looks sad because of his unemployment and lack of love in his life. A scenario of episodes relating love follow, such as two people holding hands on a subway. The camera never shows the other actors' or actresses' faces; they are irrelevant to the story line and force the viewer to focus on the mystery man's bland expressions.
At the end of the commercial, the camera switches to a reaction shot of a pathetic looking love collage and the man sitting in front of it, revealing his hidden wings. This shows the disappointment of Cupid, and ending with a 
Overall, I believe this ad is successful with getting the point across. It ends with the statement written on the screen, "with 10 years of successful match making, Parship.com leading dating website," finally finishing with, "Sorry, Cupid!" It lacks the excitement that I personally look for in commercials, but the viewer captures the pathetic essence of Cupid's failure.