Superbowl Ads
I think abstract ads and ads with a story line both play a strong role in ads for the super bowl. One example of an ad that has a story line is the Coca-Cola ad in 2014. In this ad the main character is “Adrian” a young boy who is playing in a football game. They use setting up shots with short clips of people telling the boy “not to mess it up” when playing the game. This gives the scene the understanding that this boy is the underdog and makes you assume that he has made a bad play in the past. Once the pay starts the boy is able to make a great run for a touchdown except the boy keeps running. He keeps running through the whole city and finally ends up at the local NFL stadium. He then runs onto the stadium’s football field and into the end zone the boy is then given a Coca-Cola by a groundskeeper. The Coca-Cola ad placement at the end doesn’t have much to do with the actual story but gives the viewers a story plot that everyone can appreciate the underdog “wins”. Another example of how story line is essential to popularity of ads is the ad presented by Taco Bell in 2013. This ad takes a group of elderly men and women and showcases them on a night full of adventures that is usually partaken by young adults such as jumping in the pool at night and going to the club for drinking and dancing and being rebellious. The story line is more basic then the last ad but still gives a strong emotional connection to a huge target audience. On the one side of the spectrum older viewers can reminisce on the “old” days and could imagine the youth they once felt. For younger target audiences they think of how cool it would be to still keep the mentality of youth still in their heads and do the things they still do at that age. Both ads are very different but both follow story line and evoke emotion out of the viewers, that is the key.