May 3, 2012
David Beckham BK Commercial
As I'm sure you have all noticed, Burger King has been really upping their anti with these new celebrity commercials. They're trying to capture everyone's attention and it certainly is working. In this commercial, they caught America's attention with the help of David Beckham. It seems as Burger King is finally realizing that they're losing popularity so they're trying their best to gain it back. In this specific commercial, there is definitely some snob appeal. They have David Beckham dressed up in a nice suit and have a halo effect behind him, making him appear god like. Along with snob appeal, there is a nice use of transfer. Everyone will want to be as important and good looking as Beckham, so they'll all run out to BK and try the new strawberry banana smoothie! Humor also helps to make this a great ad. When the manager type guy tries to get the cashier to snap back to reality, he starts "dreaming' of David Beckham too and it's pretty funny. It's amazing how much better a commercial is when the star is a well known celebrity. It's an advertising technique that definitely works!
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Burger King has ben working to get the attention of a lot of people of all ages, races, and classes. Like this commercial they used testimonial in the commercial with Jay Leno. These commercials are the same and use snob appeal. In the commercial, Leno is inside of the restaurant in his car. This is snob appeal because it is a classic car and it's saying that he is too good for the drive thru. This could be mis en scene too. This car could represent Burger King as a restaurant. The car is a classic that almost everyone likes, even celebrities, and that Burger King is likee the car, everyone will like it soo enough. There is also transfer used. It's saying that if you buy something from Burger King you can be above everyone else and, like Jay Leno, not have to use the drive thru. Also, having Jay say, "I know." in response to the manager saying, "You know Jay, we have a drive thru." makes the viewer feel like they can be like Jay and be "too fancy" for a drive thru. This commercial is a good fight against McDonald's to try to appeal to the masses in feeling that they are too good for McDonald's so they should come to Burger King, like the stars do.
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