Super Bowl Advertising Kings of Storytelling
Does the ad have to tell a story to be effective? Comparing and contrasting two major ads and their effectiveness to reach their audience.
This advertisement shows us the story of a farmer and him raising a young Clydesdale. The first portion of the commercial is dedicated to building the relationship between the farmer and the Clydesdale. They do this through a series of shots where the farmer looks incredibly happy or is going above and beyond for the horse. After this we see the farmer making some kind of deal and putting the horse in the Budweiser Clydesdale truck. Then we see the farmer looking at a paper and traveling to Chicago to see the Budweiser’s Clydesdales. Now we see the excitement and then disappointment on the famers face when he thinks that his horse doesn’t recognize him. This is the Climax of the story when the farmer is getting into his truck to leave and the Clydesdale comes running down an empty street to see the farmer.
This commercial is meant to appeal to your sensitive and emotional senses. It does so by promoting a heartwarming story through the ideals of friendship and brotherhood. This advertisement is interesting because the product is only featured in the advertisement one time and in such a way that you would never notice it unless you were looking for it directly. The first time we really know what the ad is going to be fore if about half way through when the Budweiser truck pulls up to take the Clydesdale away. Throughout the ad the farmer is also wearing a Budweiser hat but that is subtle and would not be noticed by most viewers. Then again at the end of the ad we have a full screen Budweiser logo to end the segment.
This ad tells a clear story with a beginning middle and end. The beginning of the story that gives you the background and makes you form a connection with the farmer and his horse would be described as the exposition. Then it moves to the raising action where the horse is sold to Budweiser and the farmer goes to Chicago to see a parade where the horses are featured. The climax of the story is when the horse is seen running down a street to greet the farmer after the parade. Then after this the falling action and resolution end very quickly.
Coca- Cola GoinAll The Way
This ad for Coca-Cola is my second pick because I personally remember watching this mini story play out on TV while I was watching the Super Bowl. This is the story of Adrienne the underdog peewee football player. We start the ad by seeing that Adrienne is not the best player on his team. Based on the way his coach and the other player on his team interact with him and his noticeably smaller stature compared to the other players on the field we know that Adrienne is not expected to do anything big for his team. When the ball is fumbled and all of the team mysteriously ends up in a dog pile it is up to Adrienne to go all the way. At this point we can cue the rap music that will take the little star through back yards under fences and all the way to Lambeau Field end zone where is looks overjoyed at his accomplishment and is handed a Coca-Cola by a field maintenance worker.
This ad is also appeals to people of all ages, like they say everyone loves an underdog story and this is one of the good ones. It is a very funny ad that is meant to put a smile on people face. The company that the ad is for is only shown at the very end of the ad when Adrienne is handed a Coca-Cola. This ad tells a clear story as well although I don’t personally see as clear of a beginning middle and end as is shown in the Budweiser commercial. We can see the exposition in the way that his coach and team are talking to him and the raising action when the other team is coming at him with the ball. The interesting thing about his story is that the climax comes very early. After the other team fumbles and Adrienne picks it up this is the climax of the story. The rest of the action where he is running an running would be the falling action and sitting in the end zone and drinking his Coca-Cola would be the resolution to the story
Of the two ads that I have discussed here I think that the Budweiser ad has a stronger narrative associated with the story. They appeal to the audience in a more emotional way and builds a stronger connection between the viewer and the company. That being said, I think that both ads are equally as captivating but if I was flipping through the channel and I heard the Coca-Cola ad I would be more likely to stop because of its upbeat nature. I think that in terms of which ad would be most shared by its viewers I think that it would be the Coca-Cola ad. It’s a feel good underdog story with some humor added in and I think that they did a really good job at relating to the football fan-base as well as the Coca-Cola fan base.