Audi vs. Chevy Superbowl Advertisments

The first advertisement that I decided to analyze is the 2014 Chevy romance ad. The reason I chose this one is because of the strong story line, and great visuals to go along with the story line. The ad begins with a man who does bull riding and is leaving a rodeo. He is in a somber mood at first and leaves with his bull. The bull is in a trailer hitched to the truck. They explain how he is an eligible bachelor and then they show him going into a restaurant to get food. Next, a woman brings him coffee out by his truck as he’s leaving. Then you see him drop the bull off onto the farm and as the bull leaves the trailer from the truck, all of the female cows are immediately interested in the bull. They end with the statement that the Chevy is strong for all the roads ahead. The brand, Chevy is revealed about a quarter of the way into the ad when you see the visual and you hear the narrator say, “a man and his truck.” The advertisement starts out with a sad tone, but then it changes to an upbeat happy tone because the truck will help you meet people and find a sense of love. They definitely use humor at the end showing the bull gaining the attention of the cows. Also, the song I believe in miracles is playing which lightens the mood. The advertisement does a fairly good job with beginning, middle and end. It is clear to the viewer that the climax is toward the end of the ad when the bull gets out of the trailer. The resolution is close to the same time coming soon after when the cows take notice of the bull. The next advertisement I decided to analyze is the 2013 Audi prom commercial. It begins with a teenage boy getting ready for prom at home and his family is trying to convince him that it’s okay to go solo. Then the ad takes a twist with his father tossing him the keys to his Audi to drive to prom. This changes the mood as the excitement arises. He is no longer upset; he is confident and ready to go to the dance. He walks in and kisses the prom queen and then the next scene, you see him driving home in the Audi with a black eye smiling. It ends with the words “Bravery. It’s what defines us.” The advertisement has a sentimental start and makes us feel sorry for the boy going alone. Once he gets the car the entire mood shifts. He’s excited and gains the confidence to have a great night and kiss his dream girl. In a sense it could be inspirational for other male viewers to gain that confidence to be bold. The company is identified early on, about a quarter of the way through when they show the Audi lighting up in the dark of the night. The story includes all of the essential components with a beginning, middle and end. Also, the climax of when he kisses the prom queen is a fun and exciting, as well as an intriguing point for the viewer. Comparing the two, I do believe the Audi commercial has a stronger narrative because as a viewer I was more interested in watching all the way to the end. They immediately gained my attention with this commercial and my eyes never left the screen once I pressed play. In addition the Audi one is also more of an attention grabber. I would be more likely to share the Audi ad, but I don’t want to disregard the strong Chevy commercial. It was a great advertisement as well, but not as exciting for me personally. Possibly for a male between 30–50 the Chevy advertisement would be more intriguing. Therefore the target audience is a little different. From a 20-year-old female perspective, I clearly have bias toward the more youthful advertisement. All in all, both of the advertisements were well written and executed, but the Audi one is favorable.