Do you watch for the football, or the commercials?
Ever since I can remember, Super Bowl ads have had a way of drawing my attention. For example, Audi’s Super Bowl ad from 2013. It features a melancholy young man who is leaving to his prom alone. While leaving, his dad throws him the keys to his Audi and instantly the previously sad man gains confidence to do things he would have never done at prom. The ad ends with the statement: “Bravery, it’s what defines us”.
The exposition in this advertisement is when the young man was sad about going to prom alone and his sister stating that not a lot of people do that. Noticing that his son is upset, dad throws the young man his keys to drive to prom, becoming the exciting incident. The rising action in this advertisement is when the young man parks his Audi in the principal’s spot, signaling that he has gained confidence through the situation. Also, he confidently goes up to the prom queen and kisses her. The climax in this advertisement is tricky. We don’t see it, it would be when he got punched in the face by the prom king, or so we think. The falling action is directly after the kiss when the young man is driving home with a smile on and black eye.
The ad is targeting a younger age group. They use humor and compassion to get their point across that driving an Audi will make you more confident. They don’t ever specifically mention Audi, they just show the iconic four circles and instantly the audience knows.
Another one of my favorite Super Bowl ads was Coca Cola. It shows a small young boy on the sidelines with his football team. The boy is clearly small but is put in the game. During a fumble, the ball goes loose and he grabs the ball for a touchdown. He continues running all the way to his home stadium and celebrates his touchdown there and receives a coke from a grounds crew.
The exposition in this advertisement is when the audience is shown that he is clearly smaller than the rest of his team. An exciting incident is when the boy is placed in the game and receives the ball from a fumble. The boy then runs past his touchdown and to his hometown stadium to celebrate becoming the ads climax. The falling action is when he receives a coke and relaxed on the field. The ad is targeting their audiences also through humor and compassion. During the ad you don’t know it is Coca Cola until the very end when he receives one.
I believe Audi has a stronger narrative. Both advertisements are brilliant but Audi’s appeals to my generation more and I became strongly invested in the story line. I think that people are more likely to share Audi’s because people can relate to something giving you more confidence and people become engaged with the young man and his story. Both ads equally keep the viewers’ attention due to their exciting and engaging stories they present.