The Ad that I chose for this assignment is the T-Mobile ad featuring Justin Bieber, Rob Gronkowski, and Terrell Owens. The ad is a one minute long and starts with Bieber introducing himself as a ‘celebration expert’. He starts by saying how the first celebration was the high five, and then introduces Gronkowski, who is dressed like a caveman. Bieber continues by giving a history of celebrations, which takes him to saying how Owens “who took it too the next level”, and Owens gives a quick celebration dance with cheerleaders which is a nod to a time he actually celebrated by grabbing a cheerleaders pom-poms after scoring a touchdown. This transitions Bieber to giving a spiel on how everyone wants things unlimited, the showing a cute girl giving a touchdown dance. Text then appears which T-Mobile introduces their T-Mobile One program, which offers unlimited everything for one flat rate. At the end of the commercial, Bieber talks about a hashtag for T-Mobile.
The tone of this ad was definitely humorous; throughout the ad there were many dances that people, especially kids, would enjoy. ‘Gronk’ and ‘T.O.’ were both dressed up which many of their fans might find funny to see these athletes dance and play a role. The little girl dancing was also sassy to Bieber, which also showed humor in the advertisement. Since companies spend so much money on these Super Bowl advertisements, it is important that there commercial appeals to as many people as possible, while still being focused. Their main target is people looking for an unlimited plan, so this target hit women ages 20–30 with Justin Bieber, and also Men 19–55 with Terrell Owens and Rob Gronkowski because of their fame in the NFL. I also think the young girl dancing and them dancing at the end would attract parents ages 28–45.
This ad really doesn’t follow that great of a narrative structure. There is not really inciting incident besides Bieber talking about the football celebrations, which you could consider rising action, because he does use this to get the point across that people want unlimited.
I think this followed Quesenberry’s research because it did have many different acts, and many different parts, however, it didn’t have any conflict, and there was not really an inciting incident to make it a story. They did however follow this story with content marketing with their social media channels, as well as having Bieber tweet and instagram this commercial, and he has millions and millions of followers.
I couldn’t find a similar ad from T-Mobile in the superbowl, however the “Drop the Balls” ad with Steve Harvey goes after their competitors. I think this ad is more successful because they got bigger names this year.