Audi? Or Coke?
The Lamest Title of All Time
2013 Audi Super Bowl Commercial
1. The ad is about a kid going to his senior prom without a date. His dad tosses him the keys to his ultra-beautiful Audi, officially turning the young man’s unfortunate night into a stellar one as he finally mans up enough to kiss the girl of his presumable dreams, which eventually leads to him getting cold-cocked by who I would assume is the varsity quarterback named Chad.
2. The ad’s target audience is meant for adults, as adults are more likely to have acquired enough doe to buy a car as awesome as an Audi. I think it makes an attempt to elicit a positive emotional reaction from the target market about their times going to prom. It obviously has a humorous tone to it, with the sister making a joke on the behalf of her brother.
3. The company name is introduced when the spaceship looking lights fire up in the garage and the interlocking rings of the Audi logo are illuminated in the center of the screen. The smart part about it is that the brand is introduced into the ad right after the kid gasps and smiles wider than a dog that just found a three-legged cat.
4. I think it tells a story, and I think it does a relatively good job of sticking to the standard storytelling script (alliteration!). The exposition comes in the very beginning when the mom is talking to her son about prom, and him going alone. Rising action is when the woe-befallen son is tossed the keys to the car, and is on his way to prom. The rising action comes to a crescendo when he kisses Chad’s prom date, and then the falling action comes as he drives home with a grin on his face, and one hell of a black eye. Hopefully dad has a cold steak in the freezer, as I heard Chad punches real hard. Like comic book hard, with a “KAH-POW!” and the super colorful text box on impact.
2014 Coca-Cola Super Bowl Commercial
1. The ad consists of a bunch of heart-warming footage of people enjoying time with their loved ones, all while ignoring “America the Beautiful” that’s obviously being played. How don’t they recognize that? Does Coca-Cola make you deaf? I smell a lawsuit! Kidding…
P.S. How is “America the Beautiful” not the national anthem?! It’s so much better than the “Star Spangled Banner”! Check out Ray Charles flexing the golden pipes as he sings you into a nice warm blanket of red white and blue patriotism.
2. I think Coca-Cola definitely benefits from having a really wide target market, and this commercial was absolutely brilliant at covering all of the proverbial bases (baseball term, go America). Seriously though, adding all of the other languages into the song, and truly nailing it home that we live in a country that is a microcosm of the entire world. It’s seriously really well done.
P.P.S. I’m listening to “America the Beautiful” on repeat, and it’s just so amazing… Let’s start a petition.
3. The Coca-Cola brand is subtly introduced into the commercial at the nine-second mark, where a kid at a movie theater is drinking a Coke that will most certainly have him bouncing around the movie theater, bothering the other patrons. Kind of a selfish move by the parents, if you ask me.
P.P.P.S. Now playing “I Will Always Love You” by Whitney Houston. I don’t know how it happened, but I’m not mad about it.
4. This commercial certainly doesn’t tell a story, at least in the way the Audi commercial does. There really isn’t a beginning, middle, or end. All it does is try to prove a point, which certainly isn’t a bad thing. That point, as made obvious by the hashtag, is America Is Beautiful (I think Ray Charles would agree). I don’t think it had to tell a story, because the emotional appeal, and the point it tried to get across was so cool. It doesn’t even matter that what the company is TRYING to say is sharing a Coke will make everything better; what matters is that the commercial proves that, in many ways, America is an exceptionally beautiful place. Everything about the commercial worked for me: the imagery, the multilingual approach to “America the Beautiful”, the multiple ethnicities used in the commercial, and, of course, the should-be national anthem. Seriously, Ray Charles got robbed… Even though the “Star Spangled Banner,” came first by like, what? Two hundred years? Not important.
1. The Audi commercial most certainly has the stronger narrative. That being said, it really didn’t need to have much narrative structure to beat the Coca-Cola ad.
2. I think they both bring really different approaches to the table, which makes it a little more difficult to compare the two on how captivating they are. The Audi commercial brought humor, and the comfort of every day situations to the audience, which is always a good road to go down. However, the Coca-Cola ad brought patriotism and a true emotional connection to the table, which is something I think a TON of people can connect with. If I had to give the nod to one ad over the other, I would give it to the Coca-Cola ad.
3. I would still give the nod to the Coca-Cola ad. I think it resonates with more people, and strikes a deeper emotional chord. That being said, I’m inclined to give a thumbs up to the commercial about how cool America is. Not just some lame little thumbs up, but like a exhale-out-your-nose-purse-your-lips kind of thumbs up. My grandfather is the most patriotic human I’ve ever met. He thinks there should be a constitutional law disallowing the Blue Jays from playing baseball because they’re in Canada. Gotta love it.