Ad Analysis of Geico TV Commercial Trick Play
This advertisement appears to be targeting people who are in the age range of early to mid-20s. Being an insurance company, they are likely looking for individuals who need to find a way to pay less on insurance. or those who have left recently The football teams shown appear to have a score overlay that feels distinctly like a parody of the college football overlays. The humor we see in the actual advertisement leans more toward surreal humor. The things in the ad are certainly not going to happen in real life, but they make for some interesting interactions. In general, this style of comedy seems to tap more into the chaotic forms of internet humor we see on social media platforms like Reddit, though it is done in a mainstream media manner. The announcer also mentions that it's going to be a "Long bus ride home for the defense" which still leans towards a younger audience and towards this being a college team. The phone held up by the hand towards the end appears to be a cheaper model, definitely some sort of android, similar to the moto g5. This still caters to an audience looking to save on insurance, as they are likely to have less additional money to throw at something like the newest cell phone. The choice to make the baby's planet seems to symbolize that it would have been a boy if it wasn't actually a football, possibly attempting to play on people's paternal/maternal instincts. The orange team's colors could also be a parody of Clemenson's jersey. The baby stroller is a matt black, with no advertising at all which makes perfect sense, they don't want to give other companies free publicity. Similarly, there are no ads on the walls of the football stadium. The referee checking the rule book is a nice touch, it bridges the gap between the baby being burped, and scoring very nicely. The phone case is a purple color, which seems to be intentional, but I cannot decide why. Still seems worth mentioning even if I cannot come up with a specific reason, it might just be because purple is associated with wealth and royalty, and Geico is trying to align those things with their brand. Harrison, the person who has the baby, is actually visually distinctive from the start of the ad, his jersey differs slightly from the people around him, and his socks don't go up as high as the other players. All in all, it's a short ad, but with a solid amount of detail packed into it.
Nice breakdown with a lot of visual information that can be cut up, looped, and accentuated in your re-edit. I would spend a bit more time fleshing out your target, and the ways in which the ad's formal style says something about the intended audience. The use of comedy in itself, for instance, is an interesting choice considering the nature of the product: boring and insanely complicated insurance packages, which as a product, play upon our fears as consumers, over our pleasures. What does Geico's use of humor say about their intended audience? Perhaps consumers that are not going to investigate the details, but rather want an easy process when purchasing insurance? Does the use of humor—irony, cultural reference, experimental narrative tropes—say anything about socio-economic and/or age demographic? These are some ways to drill down on your target to help structure your video.
ReplyDelete