Everyone had a dream that could never come true. This
commercial told us a sad story about love, dream, and reality, a story about
one sentence that we never stop asking ourselves, “why not me”.
The commercial looks like a Middle Age movie at the
beginning, then the staffs showed out, it now looks like a documentaries about
a successful movie director. The only difference is the director is not a human
being but a bear. The hided clue is the bear director is a little strange. He’s too thin, not like the other cute, plump
bear we could usually see on TV. The bear director talked about how his passion
about the movie comes from. A lot of movie shooting scenes, the actors, the
music, and special effect workers showed in our face. And then the turning
point shows, the bear is not a real direct; he is just a piece of carpet who
watch CANAL+ every day in someone’s living room.
I believe this commercial won the 2011 Adweek top 10 best commercial reward for 2 reasons.
First, the illogical connect between a bear carpet and a movie director shows
the magic of CANAL+. Even a piece of carpet could not resist the charming of
CANAL+, how about you? Watching movies on CANAL+ is such delightful experience,
even a piece of carpet general the passion for movie after watching this cannel
for a while. Are you sure you don’t want to try? Second, the commercial is
really good at control the audience’s emotion. As said at the beginning, we all
have dreams. It’s usually make you feel cheerful, positive and encouraging to
see someone’s successful story, if the story is about a bear director it would
be even more attractive. But suddenly, the bubble broke out. The cruel reality told
you all you have seen was just illusion. How could this bear become a director?
He is just a piece of carpet lying in someone’s living room. The whole story
went to the climax when the bear sadly said, “why not me”. How happy you are at
the beginning, how upset you would feel now. Just this intense emotion comparison
made you remember this brand, CANAL+.
A good story telling commercial is always like a movie, this
commercial picked the perfect actor and impressive scenario like all the other
successful movies. The commercial shows a scene would happen to ordinary people,
even our dream would always beat by cruel reality, we could still pray for a miracle.
Lucky for us, at least human could fight for their dream much more than a piece
of carpet.
I like your analysis. It's very emotional and human care.The advertisement shows us a bear full of characteristics and feelings. It also represents many film production factors related to cinema industry. Such as actors, special effects, script discussion, senario, music...Raise our emotional response. The accent also make me remind many famous French directors.
ReplyDeleteYAN LI
Lol, thank you for the comment. Seems like you are my first reader. It's a European firm.
ReplyDeleteJane (Yuhan Hua)
This is actually a really interesting commercial that made me chuckle...I saw this as a metaphor or any person "carpeted" on the floor watching movies would one day be inspired to be so involved in the movie-making process, enhancing the cinema-viewing experience to his liking. It is inspirational to say the least, posing the question, "why not me?".
ReplyDeleteThis commercial also brought out a new perspective, especially when the viewer is first introduced to the funny looking director; thus, trying to find the reason "why a bear skin?" was constantly on my mind. Finally, at the end of the commercial when I saw the bear lying on the floor as a typical bear rug watching Canal+, it all suddenly came together and made me nod my head in approval. Cleverness always wins me over!
A.Rinaldi
I agree that this ad was clever and I thought the same "why a bear skin?" for the duration of the commercial. It was a nice setup for one of those "aha, I got it" moments for the viewer.
DeleteE. Duderewicz
This one is a really good one! It is full of creativity and unexpectedness. Also, the bear can make people think a lot. And every word may be positive for a channel.
ReplyDeleteAlso, I think the two reasions you find out is accurate as well. First one as I agreed before, the bear being a director can lead people thinking of a lot things, such as magic, unforseen, etc. the emotion I think as you said, is another key to its success. The story makes audience want to know more, that's what a great commercial should be. With their attention, you can communicate with them.
Yuyang Xie
I love this commercial, because I prefer to the commercials that tell the stories. That will be more interesting and more attractive. And the unexpected ending impresses audiences.
ReplyDeleteKaiyu Xiong
The commerical is very attracitve . It is just like a moive that tell us the story about dream and reality. Sometimes, we all will ask us why not me? Why I am not the beautiful girl in the TV . Why I am not the one who have a job with high salarlies.
ReplyDelete