Tesla-“Feel It”-2018
Content:
The protagonist of this advertisement is a man who has been very talented in music since he was a child. He loves playing the violin, enjoying concerts, and listening to music at home. The advertisement briefly interprets many important moments in his life: playing the violin in front of everyone for the first time; getting married and having a daughter; holding a personal violin recital…
However, things are not all perfect, he gradually discovered his hearing problem, from being unable to hear his daughter’s call in the garden, to being unable to hear violin sound clearly when he is playing; from being unable to hear the doctor’s close conversations, to being unable to hear the music played on the home music player…he eventually became deaf when he is older.
This day is the protagonist’s birthday. The daughter drove him with a Tesla on a rugged road. The violinist felt uneasy about the unknown destination. Because of the deafness and dumbness, he asked with sign language. In order to appease his father, the daughter turned on Tesla’s automatic driving function, hands off the steering wheel to communicate with him. Finally, Tesla took them to their destination safely, and in front of the violinist were huge speakers and a microgroove that appeared at the beginning of the commercial.
Tesla’s mission is to accelerate the world’s transition to sustainable energy. Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric — that electric vehicles can be better, quicker and more fun to drive than gasoline cars.
About Tesla. From https://www.tesla.com/about
This advertisement is extremely powerful, touching and breathtaking. This content not only tells me a story but also push a message at me: this advertisement shows the characteristics of its product through a story: autonomous driving and full power. The short 90 seconds not only shows the strong emotions between people: father and daughter, but also shows the relationship between human beings and technology.
This content fits with Tesla’s mission and brand message well, from this ad, we can believe that Tesla can help people to do more and gives chance for human beings to hands-free, that gives people more convenience and safety while driving. In this content, the daughter even hands off from the steering wheel by launching the autonomous driving function to have sign-language-conversation with her farther, we can’t see this kind of action from other vehicle (gasoline car), and this scene can leave a deep impression for audience.
I think this advertisement is interesting because the connection between its storyline and product features is very ingenious. The display of autonomous driving functions is very natural, and the display of power is reflected by the vibration of the cracked stone pavement, which is also very innovative. And compared with other vehicle advertisements, this advertisement uses the method of storytelling to attract the audience and guide them to continue watching, seeing the middle of the story. The audience is already very interested about the ending of the story “ What will the ending of the protagonist be like?” The advertising product did not appear until the last shot, and the reason for appearing was reasonable and natural. This kind of display left a very deep impression on me.
This kind of digital brand ad which not only focused on demonstrating the product but also expressing humanistic emotions is shareable as it can lead audience to feel, think and act.
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Yunjing Wang
