This commercial is a heartfelt depiction of the loving relationship that exists between a rancher that raised a horse to later become a "Clydesdale." The director uses movement deliberately to convey the feelings of the rancher for the horse; through the playfulness, the love he felt, and the fact that the horse's feels the same emotions. The horse's feelings become personified as the audience gets the sense that the horse feels the same way, through the constant movement and the gestures of acknowledgement when the horse is unmasked, and he has this blank stare when looking at his previous caregiver.
The use of light was employed using a combination of hard and soft light, showing us the intimacy of the relationship. The director is showing the commercial from the perspective of the future "Clydesdale," illustrating the warmth of their relationship when they're playing outside, but shining the light on the horse mainly when they are in the barn. The rancher is in the dim area in the barn, positioned as a parent watching his child sleep.
The music depicts a parent-child relationship. The scenes support this notion as well, taking the audience from the infancy of the young colt, all the way to the moment he becomes a Clydesdale. You get the sense of accomplishment,and the fact that the proud parent is anxious to see his child all grown up. And its at that moment that we the child remember the relationship he had with his parent-figure back at the ranch; because he breaks away from the pack, find his father figure and acknowledges him.
You did a great job of describing the use of light, movement and relationship between the Clydesdale and the rancher that raised him.
ReplyDeleteNot having watched the Super Bowl, this is my first viewing of this commercial. What about this commercial would make me want to drink Budweiser? Does it have greater appeal to the female beer purchasers? Not exactly sure who the target audience is.
Sharon
I agree with Sharon that you did a great job of describing the use of light, movement and relationship between the Clydesdale and the rancher that raised him. Unlike Sharon though I did watch the Super Bowl & did see this commercial, it wouldn't make me drink Budweiser, for the simple fact that I'm not a beer drinker.
ReplyDeleteI do think though that it has a greater appeal on the female beer purchasers though, because it has the soft, emotional aspects that some females love, with the relationship of the horse & his handler. I like Sharon am unsure who the target audience here is.
I'm not sure if women were the target of this commercial,but it did seem to appeal to women. It wasn't the typical Super Bowl ad. I think the thought was to appeal to people's emotions. Women definitely responded to this commercial in a positive way. I know of several women who told me they cried when they saw it. They have a solid follwing of male drinkers, so they could be very well attempting to connect with women through this commercial.
DeleteCharles, I agree with Leslie and Sharon, you did a great job of describing the production elements that set the tone for the commercial. I know all comercials are intended to sell a product, but I honestly dont think this one was. There wasnt one person drinking a beer in the entire commercial. I think the purpose was to associate the Budweiser name and Clydesdales with the softer side of the human brain. Indeed women to purchase majority of beer products for a home but this beer wasn;t targeted toward them. It was for all people form all walks of life.
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