Plot: The commercial starts out with a dog and Budweiser Clydesdales in a stable. The dog leaves the stable and gets locked inside a truck. The dog exits the truck in town and is officially lost and has to find his way back home. On his journey back home he gets lost and encounters a wolf, then the Budweiser Clydesdales show up to defend him and lead him back home.
Strategy: Jake Scott directed the commercial. He used an emotional touch to advertise the Budweiser brand. In the commercial the Budweiser Clydesdales help the puppy learn the true meaning of friendship by defending him and guiding him back home. The intent of the commercial was strongly communicated through the characters. The farmer in the commercial wore a Budweiser cap but it wasn’t very noticeable when watching the commercial the first time around.
Positioning Statement: #BestBuds always have your back.
Plot: The commercial featured a bare faced model. When she first entered the screen her hair was wet and undone she had on no make up and had a very blank face. Throughout the commercial her air is being styled and multiple cosmetologists are doing her make- up. Once her make-up is finished her face appears on a computer display and a mouse is being used to click sections of her face and neck to make cosmetic alterations. The edited image is placed on a public billboard.
Strategy: The Dove Evolution commercial was created in order to help women establish a stronger foundation of positive self-image and self-love. The goal of the commercial is to empower women and re-assure them that all women have flaws, which make us unique and beautiful.
Positioning Statement: Dove is not about women feeling more beautiful; it’s about more women feeling beautiful. – Philippe Harousseau
3. iPod: iTunes
Plot: The Apple iTunes commercial features several silhouette images of people dancing to pop music. They background constantly changes colors and the silhouette images appear to be enjoying themselves while dancing to the constant beat. Each silhouette image featured a white iPod and earphones.
Strategy: The director wanted to communicate that using Apple iTunes can provide you with a convenient and easy way to download and enjoy your music. Although the commercial didn’t directly show the process of how to download music and what genres are offered; the silhouette images and flashing background was used to represent the variety of genres offered and the convenience of enjoying music on-the-go using the Apple earphones.
Positioning Statement: Explore all genres of music using Apple iTunes.