Visual
The 30 second TV ad begins with a multicolor picture of the iconic phonograph trophy issued to Grammy winners. Then in a split second the phonograph explodes into many different titles of songs. As the song titles fall, flutter, and twirl from many different perspectives, Thom Yorke's voice, of the critically acclaimed rock band Radiohead, begins to talk about David Bowie's Ashes to Ashes video being, "the craziest thing he had ever seen". As he continues describing the event in which had inspired him to become what he is today, a portrait of his visage is created out by flying titles of previous songs that have influenced him throughout his career. Throughout the 30 second slot a soft melody of Radiohead's own song is playing in the background. Next to the portrait of Yorke is the phrase "celebrate the music that makes us". Ending the visually stimulating commercial is the date, time and place reminder of where the Grammy celebration will be showing.
The 30 second TV ad begins with a multicolor picture of the iconic phonograph trophy issued to Grammy winners. Then in a split second the phonograph explodes into many different titles of songs. As the song titles fall, flutter, and twirl from many different perspectives, Thom Yorke's voice, of the critically acclaimed rock band Radiohead, begins to talk about David Bowie's Ashes to Ashes video being, "the craziest thing he had ever seen". As he continues describing the event in which had inspired him to become what he is today, a portrait of his visage is created out by flying titles of previous songs that have influenced him throughout his career. Throughout the 30 second slot a soft melody of Radiohead's own song is playing in the background. Next to the portrait of Yorke is the phrase "celebrate the music that makes us". Ending the visually stimulating commercial is the date, time and place reminder of where the Grammy celebration will be showing.
Target Audience
Due to the fact that music is such a broad spectrum, the target audience in this case would be a wide rage of music listeners and followers between the ages of 18-34.
Product Benefit/Emotional Benefit:
The Grammy Awards have always been a critically acclaimed association dedicated in recognizing the utmost outstanding in the recording business. Instead of the commercial focusing on the ability of the musician to create good music, the commercial flips the idea around and focuses on the music that creates a great musician. In a sense, giving the understanding that anyone can have influences that make them who they are today. This way humanizing the idol portrayed on the screen.
The commercial in a simplistic way reaches out to its audience by associating them to the idealistic musician on the screen (Thom Yorke). In a sense creating the idea that the musician (Thom Yorke) is like any other person that can have those "remembered times" when music influenced them. In the end, not only are the Grammy's going to just recognize unattainable musical idols, but also regular people who where impacted by the music that people like you and I heard and where influenced as well. The audience believes that they can connect to the musical artist that will be at the Grammy event, due to the understanding that they too have been molded into the person they are today by music they have listed to.
Tone/ Voice :
In this case the commercials nostalgic interpretation of the musicians experience to explain the music that made him, builds on the brands (The Grammy's) already established mission statement of continuing to "positively impact the lives of musicians, industry members and our society at large."
No comments:
Post a Comment