“When you don’t think of them as
dummies, something amazing happens”. This was the quote from one of the best
commercials I’ve seen in a while. This week I chose an Acura commercial as my
TOW. I saw this commercial on TV and although most commercials usually annoy
me, I thought this commercial was very powerful. The author, who is obviously
Acura, is a big name car company. In the commercial they are expressing the
idea that their cars are very safe and that safety features are important to
the making of the car. To do this the commercial take place in a car safety
center where they crash cars in order to see how safe they are. A man walks
into the scene and turn on the lights. Dramatically he starts loading safety
dummies into a car that they will crash. Only thing is that these dummies are
human people who just don’t move. After loading them in he gives them a serious
look and then launches the car. Then it goes to a black screen saying the quote
I used earlier.
The thing
that makes this commercial so effective is the juxtaposition between the
dummies and the humans. Because Acura swaps them it send a message to the
audience. It reminds them that Acura doesn’t just make a car without
considering the safety of the people, the audience. The use of humans instead
of dummies makes the commercial a lot more personal and makes you appreciate
Acura for caring about us.
On top of
that, another tool widely used throughout the commercial is dramatic music.
People often don’t think about the music that goes into TV and movies but if it
wasn’t there, things would be completely different. Acura is obviously talking about the safety
of drivers so they needed music to exemplify their tone, seriousness. The music
makes it a little sad but shows that safety isn’t a joking matter to them. This
helps express their idea that safely matters most.
I thought
the commercial was very powerful and very good. You can watch it with this link
below:
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