Segments in this Video

John Smith's Bitter: "Mum" (02:13)


Ad professionals review and dissect the British beer ad "Mum" from John Smith's Bitter. Humor, a celebrity appearance, and cultural norms all play a role in the commercial's effectiveness.

Budweiser: "Real Men of Genius--Mr. Really Really Really Bad Dancer" (03:31)

The American beer ad "Real Men of Genius--Mr. Really Really Really Bad Dancer" has an appeal that arises from Budweiser's ability to poke fun at itself and at the conventions of beer advertising. High production value also plays a role.

M.A.D.D.: "Papers" (02:27)

The Mothers Against Drunk Driving PSA "Papers" subverts the public's expectations of PSAs. Rather than having a dramatic tone or shocking imagery, the spot plays on the surreality of being high.

Volkswagen: The Re-animation of Gene Kelly (03:39)

Volkswagen's updating of Gene Kelly and his iconic "Singin' in the Rain" dance scene was a special effects masterpiece, yet it was ethically questionable for its use of the dead celebrity's image.

Krumping (01:18)

Dancer Jordan Frances gives viewers a lesson in krumping, the dance Gene Kelly did in Volkswagen's "Singin' in the Rain" commercial.

Orange: "Dance" (02:44)

Ad professionals are less enthusiastic about the quiet "Dance" from British telecom company Orange. The ad is beautiful but silent, and it doesn't clearly connect with the assumed target demographic.

Ace Hardware: "Breaking News" (03:02)

American and Canadian ad professionals give "_" from Ace Hardware a positive rating for its humor and appeal to its target demographic. The British advertiser is unfamiliar with the context.

Credits: The Re-animation of Gene Kelly (00:60)

Credits: The Re-animation of Gene Kelly

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The Re-animation of Gene Kelly: Ad Persuasion

Part of the Series : Ad Persuasion
DVD (Chaptered) Price: $99.95
DVD + 3-Year Streaming Price: $149.93
3-Year Streaming Price: $99.95



American, British, and Canadian advertising professionals examine six television commercials to explain why people are talking about them. British and American beer ads use comedy, celebrity appearances, and subverted expectations to sell their product. A public service announcement about driving while high plays off the sense of the surreal experienced by drug users. A Volkswagon ad and an Orange telecom ad both use dance--with varying degrees of effectiveness and energy. Finally, a regional commercial for Ace Hardware parodies a local new broadcast to appeal to its target audience. 

Length: 22 minutes

Item#: BVL93613

ISBN: 978-1-60057-981-3

Copyright date: ©2007

Closed Captioned

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