EOC Week 5: Superbowl

This week, our goal is to take one of the commercials from this year's Superbowl and to break it down to its bare bones. Its advertizing bones, anyway. This is something that, when an advertising company gets a new project, they do automatically. This is how they begin the process of determining how to construct the flesh around the skeleton.

The ad I chose to break apart is the BMW one for the i3 electric vehicle. It features Bryant Gamble and Katie Couric.  I found it quite hilarious, because we all were ignorant to "email" and "the internet" at some point. That's how it connects to us as people.

• > Who?- We have two very recognizable television news anchors featured. These are anchors that people my age (and even a bit older) have grown up with, and are familiar with.
• > What?- They are selling a new and very high tech vehicle, the BMW i3.
• > Where?- The scenario in the beginning has them in 1994, very confused about what the internet and email is. Katie asks someone off camera, "What is internet?" Then, it jumps to today, where both people are now in a new electric car from BMW, still confused about what "i3" is.
• > When? There are two time periods, 1994, and present day.
• > Why? The purpose is the tell a story for a Superbowl  television commercial.
• > How? They use humor and the fact that we were all once ignorant to what the internet is, even though now it is such an integral part of our lives now. No one could have predicted that it would be that important now. So when they are confused about this advanced BMW, it is communicating to the audience that this new car is THAT advanced. And they are implying that it is so great, that its technology may become commonplace one day as well.