Advertisement Analysis (video advertisement)

(It’s a big add, Carlton Draught, 2005)

This is my Advertisement analysis I chose to do it on "Its a big ad" for Carlton Draught.

What is the product for?

This is an advertisement that aired on Australian television on August 7, 2005. It’s an advertisement for Carlton Draught Pale Lager.  

What is the ad about?
The ad depicits a scene like you would see in the epic battles of notable movies.  I believe as this came out around the same time as the Lord of the Rings debut, that they made it look a bit like a battle scene from that movie.  The story is pretty much two battle teams, but as the ad gets along you find out that one is a group made to look like a man and the other a pot of Carlton Draught beer.  


How it works?
The ad works one because it is visually interesting you want to know what is happening.  The tune is really catching and dramatic, and the makers use humour.  It is interesting how they use words that Australians use alot, and also the use of admitting how it was an 'expensive ad'.  The use of making it look a little like popular culture of the time also makes it more effective especially at it's airing time.  

Annotation of the ad

Opens on Man in yellow (choir like ‘cloaky’ thing, excuse my very bad description, not sure exactly how else to describe it.) Opera singing as sound. The background looks like a rugged terrain like it’s from an epic movie.  

Man in Yellow points towards the hills in the rugged terrain. Opera/choir music continues.  

Pans out to army of men in Yellow costume. Singing. Opera/choir music continues.

Complete view of army of men in Yellow and white costume, break in choir music (ahhhhhhhhhh).

Men start marching.

“It’s a big ad.”

Close up on men singing and marching towards the camera. (you are unsure what they are marching towards.)

Camera goes out onto Yellow army again. Still singing “It’s a big ad”.

“Very big ad.”

Camera moves to the red army. Close up on them marching towards the yellow dudes.

“It’s a…”

Camera moves out. It sort of looks like a battle scene. Men are still marching towards each other.

“big ad…”

Red guys marching still :P. Close up.

"we're in."
Zooms out on red guys.

"It's a..."
You now see that the people are marching in as a pot of Beer.  With Carlton Draught on it.

"...Big ad."
Close up on the guys marching in as a pot of Bear

Pans out to show men marching in red, blue and white.

"my god it's big!"
It zooms out and now you can see that the other group is a face.

"Can't believe how big it is."
You see a horse leading the yellow men marching in.

"It's a big ad."
You see the men from both sides running at each other.  Also the horse galloping towards them.

"For Carlton Draught!"
Men jump over a farming fence.

"It's just so freak...ing HUGE"
Zooms out to the moving drink and then zooms in on more people jumping the fence.

"It's a big ad!"
Man (made of red people) and Carlton Draught comes towards hand reaching out.

"Expensive ad!"
Man consumes Bear

"This ad must sell some bloody beer!"
Men run into throat slash stomach.

Zooms out on the whole picture.

Zooms in on guys holding a Carlton Draught.

Text - Made from Beer.  

  

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~