Commercial Analysis Paxton Kocher



This commercial is called "The Heist," and it follows three men who are robbing a bank. The ad is interesting because it starts out as a serious looking commercial, where the men are screaming at the bank customers to lay down. This immediately plays with the pathos of the audience, because they feel emotionally invested in the fate of the bank customers. However, the tone of the commercial changes in an instant, because the bank clerk calls one of the robbers by name. The men are all heavily masked, so this dumbfounds them. The robber asks the clerk how she knows his name, and then the true purpose of the advertisement becomes very clear. The clerk begins listing features of the phone application for the bank that makes managing accounts much more easy. For example, she knew the robber's name because he had the app, and when he entered the bank it sent an alert letting the bank know he was ready for a transaction. This is comedic, but it also illustrates a key feature of the app. This commercial takes a dramatic scene, and through comedy it both diffuses the tension of the situation, and explains the key features for the product advertised. This commercial was very effective in how it relayed information, and didn't focus too much on simply the plot. The functions of the product were flawlessly woven into an entertaining clip.

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