Any advertisement is meant for the sole purpose of convincing the target customers about the product. And a creative advertisement is the one that can address the triggering points of an audience. The "The Force Star Wars Das Auto" advertisement is a good example of such a successful one in a unique way. Though, the target consumers of a car are the grown up professionals, it is the need in a family structure that drives the purchase of a car. This advertisement utilizes the total family fervor from a very attractive and interesting angle, achieving the business goal through the brilliant socio- economic tactics applied through manipulating a family context.
The plot soon proceeds on to every single element that represents the flavor of a family. A very interesting kid in a Star War costume approaches along a dark corridor towards light. All he tries is assuming that he can actually control elements as the character he is dressed. The effort and consequent frustration is such cute a thing that brings smile to the faces of every viewer, whether married or not. The setting is a typical and bright family where his talent is not being valued. The dog he is trying to influence is confused and bored. So are the washing machine, doll and kitchen table. The sandwich offers some solace along with mother’s annoyed cross look. Every time, the kid’s frustration evokes a very spontaneous awe among the viewers. And so does the eagerness. The father figure arrives driving the majestic car which is the main promotional focus. That culminates the kid’s eagerness and he rushes to try to bring to life this last and only thing left. The catch here is that, not only the car provides a butter smooth ride and disposition to be proud of as the owner, but also it allows a distant control using which the father is able to fulfill his son’s impossible wish and that too without being in the scene physically. That’s exactly the point where the spark of the concept is- the silent happiness of the parents at the wonder of the kid. This is such a plot for an advertisement that addresses the most beautiful sentiments of any family, be it the husband, wife or even their kid. And the impression is culminated when the couple is aroused with the impulse of parents being able to make their child happy, through the final sequence.
Technically considering, the advertisement shows some brilliant aspects. The most marvelous aspect is its classical silence. Not having any dialogue gives it a Classical flavor aided further by the background music, and the minute fact that the opening scene was in black and white. To this excellence adds the use of light. The shadow effect of the first sequence sets the atmosphere of what was being delivered in the making of the advertisement. Shades and very bright daylight are juxtaposed with certain obvious scenic effects like that of Bleach or Sepia at certain very brief points. The most attractive aspect is the way the child’s body language has been directed on the set. Due to the costume, the face of the kid was covered but his body micro aspects of his hand movement, gestures of frustration, the quick turning of his wonder at the car’s response, all contribute at such a massive level that even his facial expressions can be guessed and visualized. Such aspects influence on the sensory level, creating predetermined effect affinity inside the viewers on a subconscious level.
The very setting itself creates a sense of harmonious lifestyle that most viewers are not likely to live on a social level. The long longed feeling of a complete family is evoked in the portrayal of every aspect of the life of that family. Such aspects influence viewers in a very subtle way that none can actually avoid dreaming so in a social milieu. Beyond the family appeal, the model and look of the car, naturally, evokes a sense of status and establishment essentially hidden in any social being that is a part of a community. The views of the interior of the car provided, with the kid rushing out of house at the rear blurred focus only makes the viewer sense how it would feel to look from inside the car. A subtle social sense of owning the car is addressed, though superficially. It ultimately has its intended effect on the audience anyway. The majestic manner in which the car in introduced on the run, it stirs the desire of the audience most naturally. By the end of the commercial, though more of a business aspect, the mention of the year and price level of the car addresses the able and ambitious set of consumers in various social classes. In so doing, it sets specific goals for them on their behalf to achieve which they start exerting effort even before they know.
The abrupt opening of the advertisement again serves to grab the attention of the consumers with its sudden and instantaneous impact. As explained before, the content of the advertisement leads to the shot which introduces the car on move. It is shown as a very natural part of a usual family life setting which again reinforces the audience- acceptance issue even more effectively through a usual or expected family setting. For the same identifiability from the audience, even the neighborhood setting is kept as a very familiar and homely one.
Another significant aspect of the business exposure of the product is the way the interior of the car has been introduced. With the rushing out- kid at the blurred focus, the dashboard of the car has been shown in such a way as if the audience is actually sitting inside. The remote start system is yet another attraction for the focused audience as such minute advancement is what clicks the attention and interest of the relevant class of consumers.
The most fitting of its features is the length of the commercial. Introducing anything new is a matter of being able to successfully send the message across and get the purpose served. Length is the aspect what affects the attention. The short length of the advertisement is beneficial for audience to understand the concept introduced and explore its aspects. A longer length would require using more content to fill the time which could complicate the theme or message. This advertisement introduces the concept in simple but highly effective structure and content that is most likely to serve its business purpose. Neither is it likely to try the audience’s patience or span of attention.
Advertisement is the way of primarily introducing a product with all its promotional features to the consumers. In the process, the most important aspects are introducing the product or service effectively, successfully sending the message across to meet objective, getting the concept understood, getting the product accepted in general, and personalizing the offer effectively enough to ensure assumed amount of market consumption. This advertisement is designed to meet all such needs and purposes. But besides these general features, it is its unique features that make it stand out among thousands of commercials minutely broadcasted on television day and night.
