Ad analysis and story map

Watch before you read

I chose to analyze this difficult, but masterfully done advertisement. It was filmed by Chris Cunningham, who is one of my favorite directors (he is a wizard at what he does). I immediately noticed that this ad doesn’t have the traditional story line with a hero going through a transformation to solve a problem. The swimmer here functions more like a visual ornament.

BUT

This commercial is still so effective that it immediately disarms you, pierces your neocortex like it wasn’t even there, and goes straight for your deep subconscious motivations.

In the end you are sitting in your chair with all of your muscles relaxed, saliva dripping from your chin, and… now you have a new dream. THE NEW BMW 7 SERIES.

Here is the text of the advertisement, spoken by a superhero voice with a delicious accent:

To experience the unexpected

To discover fresh thinking

To be enticed by the new
Is to feel truly alive

Sheer Driving Pleasure

Clearly, this vague, out-of-focus, yet pleasant mumbo-jumbo does not really have anything to do with owning a car.

So, how can we draw out a Visual Portrait for this piece?

There was one thing that Jason said in class that particularily struck me. Sometimes, there is no clear hero or central character in the story.

But in those cases, YOU, the viewer, could be the hero undergoing a transformation as you are watching the ad! In the end, you are changed. I think this is one of such ads.

The swimmer here symbolizes certain emotional states you are manipulated into experiencing as you are viewing the ad. Here is my view of their progression, along with some comments.

1. You are standing on the verge of a risky but exciting endeavor (this would be purchasing a super expensive car or moving up a step in the social hierarchy)

2. You are uncertain, but decide to take a leap (allright, maybe I’ll go into debt slavery for the rest of my life, but I’ll be driving a classic)

3. You explore the new ground (hmm, soft… shiny… good)

4. You achieve enlightenment (I’m buying this and I’ve got the Zen - this is suggested through a special pose of the swimmer)

5. You are up for free, smooth, “Sheer driving experience” (Automobile Nirvana for eternity)

click on image to zoom in