I recently saw a very creative KitKat bar commercial. Everyone knows the catchy KitKat theme song
and the directors incorporated that tune into the ad. Instead of instruments,
it is the snapping and crunching of the candy that create the song. This adds emphasis
to the product. Every time someone breaks a KitKat there is an extreme close-up
or medium shot of the product. Those sound effects are the only noises in the
whole commercial. The only other thing we hear is “mmm” from the actors,
expressing their enjoyment of the candy. While they don’t say much, the message
they’re sending is much bigger. The candy is delicious and satisfying and no
words to describe it. All of the shots are of hard-working business people in
the city. It gives viewers the idea that even with that kind of lifestyle, the
candy gives you the chance to sit down, take a break (a phrase from the theme
song), and enjoy the little things in life— like a KitKat bar. The very final
shot is of three huge banners dropping down in front of the building. The long
shot makes all the civilians seem very small, but the KitKat bar appears larger
than life.
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I also just recently saw this commercial. I though it was appealing which is good for the product since nowadays people fast forward commercials. The commercial is fast paced which keeps the viewers engaged. There is not a second where the shot stays still. It uses movement to do this. For example, in the first two seconds the commercial uses a match cut to zoom in on the woman eating her KitKat bar. Throughout the commercial, the shots switch to various people eating the product. All of the people are smiling. This reinforces a good image on the product. The background of all of the people eating the KitKat bar is similar. The viewer can tell that all of the shots were taken at the same place. This place is revealed during the last shot when the banner rolls down for the building. On the banner it says “break time, anytime” which is exactly what the people are doing. The viewer is told that this product is a nice snack for when they want a break. The theme song of this product is well recognizable, which means that the advertisers did a good job when making the slogan. This song gets stuck in a person’s head. While it can be annoying, this is good from an advertisers point of view because when that person sees the product in the store, they will be more willing to purchase it.
ReplyDeleteI just watched this commercial as well and for just sixteen seconds of commercial there is a lot going on in terms of film techniques and propaganda. As far as film techniques go, sound plays a major part of this ad. Match cuts are used constantly as each person unwraps and breaks the kit kat bar, crunches it in their mouth, and lets out a satisfying "Mmm". The "Mmm" suggests that this product is delicious. These match cuts work together to make the familiar kit kat jingle. Close ups are used throughout the ad to highlight the product. At the very end of the commercial, one long shot is used as a banner falls down on the front of the building the people are surrounding. This long shot makes the people appear small and the product look huge. This draws eyes to the Kit Kat bar- what is being advertised. As far as the advertising propaganda goes, this ad is targeted at people of any race or gender in the working class. It has diversity- including plain folks and also a bit of snob appeal as it shows people in business attire as well as people dressed casually eating the candy. The use of the same location for all the different people eating the candy is a way of using the bandwagon technique to suggest that a lot of different people, in the same place, at the same time, could all be found eating a Kit Kat bar. The ad uses the words "Break time anytime" to send a message, using transfer. The message is that kit kats will allow you a break in your busy lifestyle.
ReplyDeleteWithout saying a word, this ad gets across a very strong message; Kit-Kats are for anyone who needs a break, at any time. As seen in the various settings, every background is crowded with people who just need a break. The target market ranges over a huge span because everyone can relate with at least one person in this commercial who is eating a Kit-Kat. In order, we see a fashionable woman, a gothic younger woman, a businessman, a preppy woman, a relaxed guy on a bike, and a construction worker. Most ages and races are shown as well. So who wouldn’t associate themselves with at least one of these people? The point is that they are all so different, yet they all seem to love Kit-Kat bars. The music also creates a lasting effect because if you hear a similar rhythm you will think of this commercial and thus, a Kit-Kat. They set themselves apart by not lecturing you about the benefits or price, or making a funny joke. It is something different that will catch your eye, or ear. Sometimes saying nothing at all is the most memorable thing to do.
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