My first impressions of this advert was that it was very realistic.
Using a real person and real situations. It starts off with Duffy
finishing a concert as she is a singer. She gets a minute to relax and
gets on her bike with a can of diet coke, rides to a super market
singing a song. By using Duffy this is called celebrity endorsement. In a
way there is cross promotion with Duffy and Coke.
Diet Coke is meant to attract females rather than males. As Duffy is a
female it makes more sense. Coca Cola are trying to get the message
across that Diet Coke is a sense of freedom. Overall I think that the
advert is very good Gets the message across well.
You understand celebrity endorsement (Duffy) and the target audience (young women). You don't get across the brand values and message, however. Did you watch the 'making of' video as requested? Duffy is constructed as a typical young woman who needs some time to herself in her demanding life. The lyrics underpin this need :" I got to be me..be free...to survive."
ReplyDeleteHow are the brand's colours promoted in the commercial?
Grade C