Emotion & Story Telling
A short series of advertisements that leverage our feelings to sell a product, brand, and/ or service.
Ever heard a story sad enough to evoke a tear from your eye, even if you weren’t directly affected? Does it give you that first-person point-of-view, even if you were in the third?
Extra Gum captured the meaning we share in our personal relationships, whether they be family, friends, or romantic partners. The story of Sarah and Juan sold our curiosity by filling our knowledge gap. After watching the video, I did wonder what happened. It was obvious from the start this was going to be a love story with the song Can’t Help Falling in Love, however the question is: Does true love last? People could assume the schema that they were going to break up, as they were seen having an argument. When you see them age and the cherry tune goes on, what do you think will happen next? I wish Extra gum would have violated these schemas, rather than falling into them. What if Sarah or Juan wanted to surprise the other with a gift and the employee went the extra mile by wrapping them, they’re not using ordinary paper- it’s Extra. Extra brand? Is it their gum wrapping paper? Is it wrapping paper with their name on it? Is it wrapping paper that literally says the word extra. What if Sarah or Juan died? That would change the meanings of the paintings of drawn gum paper. Yes, it would violate our expectations. A seemingly happy story with a dark twist. It would also be meaningful. When people’s loved ones die, they either forget and move on, or forever will hold on.
Publix’s First Game violated my schema to an extent. When people think of grocery store ads, they think of a clean store filled with fresh produce, great deals, and friendly staff, not a parent and their child’s first soccer game. Everything else was too predictable. A parent is going to care if their child is winning. They will care if their child is hurt, whether it be emotionally or physically. Mid-game breaks exist. Publix could’ve added competitive spirit. After all they are a business and companies love competition. Secondly, it’s a sports game, competition is in the name of the game. A sportscaster such as Alredge fills people in. Is the game personal, ie; rivalry? Is it a holiday/ historical? Yes, this would be gimmicky, however it would add an extra layer of mystery I feel Publix failed to capture. The only surprising factor for me was that it was for a grocery chain.
Trix, The Rabbit Painter the company does a great job by violating your schema. When thinking of a food advertisement, you want it to look good and highlight the product directly. For children, a key is highlighting any prize or game. Cereal boxes would include things such as Nascar box cars to puzzles on the back of every box and now we have scannable games. The painter rabbit is close to your home and you wonder… What is he going to do? Paint the walls? The children? Dress as a painter and try to swindle his way through the door. Nope, he leaves nothing to hide: “Hi kids, can I have some Trix” (tvdays 00:12-00:15). Without them suspecting a thing, it violates the typical response you would expect from usual people: “Why is my repairman asking for food?” or “Why is there a literal talking rabbit?”. They take advantage of kids vibrant imaginations, as they wouldn’t think twice on these matters.
