Commercial Evaluations

1.) What is the visual style of the film (animated, live action, stop motion)?

2.) What is the tone (happy, sad, scary, funny)?

3.) What is the product they're selling?

4.) Who is their Target Audience?

5.) What is the 'problem' that the product is solving?

6.) How does the commercial talk about these problems?

7.) Is there a Narrator? If so, is the narrator a voice over (off screen) or a character on screen?

8.) Do you feel that the commercial is successful? Why?

Domino’s Anti-Puffery Ad Campaign
http://www.youtube.com/watch?v=IgwPw59iqhw

1.) The commercial uses live action as the visual style.
2.) The commercial uses surprise.
3.) They are selling the natural ingredients used in Domino’s products.
4.) Their target audience is people who don’t prefer to eat at Domino’s.
5.) They are attempting to solve the problem that people don’t believe Domino’s uses 100 percent real cheese in their ingredients.
6.) The commercial addresses this problem by conducting a focus group and asking them if they believe that Domino’s uses 100 percent real cheese. After all the participants say “no” they unveil one of the pastures they use to get the “real” cheese for their ingredients by removing the walls around the focus group.
7.) The narrator is the man conducting the focus group on screen.
8.) I feel that this commercial is extremely successful because it disproves the misconception about Domino’s ingredients from a reverse psychological standpoint by using real people, not actors.

Dave & Buster’s “Fawesome” Commercial
http://www.youtube.com/watch?v=yOHky4E62oc

1.) The commercial uses live action as the visual style.
2.) The commercial uses an exciting tone.
3.) They are selling the fun atmosphere and food of the restaurant.
4.) Their target audience is young adults.
5.) They are attempting to solve the problem that adults perceive that they can’t have fun anymore at restaurants because they are “older.”
6.) The commercial addresses this problem by showing the viewer what a great time adults will have when dining out at Dave & Buster’s. It displays the games, food and beverages available to guests.
7.) The narrator is a voice-over off screen.
8.) The commercial is successful in reaching its target audience by showing the playful atmosphere at the restaurant. However, it is done in a cheesy manner, which takes away from the believability of the commercial.

PF Chang’s Lunch- Sandwiches Commercial
http://www.youtube.com/user/PFChangsChinaBistro?v=UsqZbDdAY_4

1.) The commercial uses live action as the visual style.
2.) The commercial uses a persuasive tone.
3.) They are selling their “unique” cuisine.
4.) Their target audience is people who are bored with the same, every day meals.
5.) They are attempting to solve the problem that people are getting bored and sick of eating the same food every day.
6.) The commercial addresses this problem by showing and stating that the average person eats 94 sandwiches a year. It says, “Don’t be average.” Then suggests going to PF Chang’s to solve this problem.
7.) The narrators are both voice-overs off screen.
8.) The commercial is successful because it visually and phonologically compares the “average” sandwich that people eat every day to the “unique” cuisine they can find at PF Chang’s.

Sonic Double Mushroom Swiss Burger Commercial
http://www.youtube.com/watch?v=Qmq6o8LadbY&feature=related

1.) The commercial uses live action as the visual style.
2.) The commercial uses humor.
3.) They are selling their new Double Mushroom Swiss Burger.
4.) Their target audience is middle-aged men.
5.) They are attempting to solve the problem that many people don’t receive “hot” food when ordering fast food.
6.) The commercial addresses this problem by having the two men who just received their food from Sonic discussing why the burger is so hot.
7.) At first, the narrators are two men on screen. The commercial ends with a narrator off screen.
8.) The commercial is successful because it provides a rational reason followed by a humorous explanation for why the burger is so hot. The first man asks, “You know why they are so hot?” The man sitting next to him answers, “Because they just made it.” The first man then goes off on a tangent about mushrooms being so hot that they could start a forest fire as his justification for the warmness. The dialog is followed by an up close view of the ingredients and the burger itself, which is pictured steaming. This last visual really emphasizes that Sonic serves “hot” food.

Chipotle Back to the Start Commercial
http://www.youtube.com/watch?v=aMfSGt6rHos

1.) The commercial uses animation as the visual style.
2.) The commercial uses sadness that transforms into happiness.
3.) They are selling the farms they use to cultivate their products.
4.) Their target audience is environmentally conscious people.
5.) They are attempting to solve the problem that many restaurants receive their products from sources that aren’t environmentally conscious and/or attentive to the quality of life of their livestock.
6.) The commercial addresses this problem by showing viewers that Chipotle cares about the animals and the environment. It shows that they care by telling a story of a farmer who realizes his animals’ quality of life and the environment is deteriorating due to careless and extreme industrialization. The farmer proceeds to build a new farm that is harmonious with nature and his livestock. The end result is Chipotle products.
7.) There is no narration. The commercial plays a Coldplay song titled “The Scientist” throughout.
8.) The commercial is successful because it does an excellent job of addressing the problem and providing a clear, visible solution to the audience. What makes the commercial even more successful is the noticeable link between the solution and Chipotle. This can be seen at the end of the commercial when the farmer loads his goods from the environmentally friendly farm into a Chipotle truck. Also, a sign is shown at the end that reads, “Cultivate a better world. Chipotle.com.”