Recently we have been asked to choose an advert and analyse the chosen advert. I have chosen a TV advert by the 'Think!' campaign, it is the campaign called 'kill your speed, or live with it', which is also the slogan of the advert. The purpose of the advert is a threat to drivers, scaring them into not speeding. The audience is targeted at all drivers, it focuses on what happens to you, as the driver if you are speeding and kill and innocent child. This spine chilling advert is about a man who kills a little boy because of his speeding and is now being haunted, the boy, however we are not told this until the end of the advert. The advert is forty seconds, which is long enough to leave a lasting impact on the audience leaving them chilled by the prospect that this could so easily be them.
The main protagonist in this advert is a man who is about forty years old. We know he has a family, as through the advert we see him walking children home and when he goes to bed at night there is a woman in the bed with him, this can be implied that it is his wife and children. The man however looks worn down, there are dark circles underneath his eyes and deep wrinkles in his forehead and face. Throughout the advert there is very little emotion shown on the man's face, he never smiles, the only emotion he shows throughout the whole advert is sadness and depression.
In contrast to other adverts, there is no music used in the advert, rather the noise is more of diagetic sounds, this is to make the audience feel that the advert is that of a more real life situation, making the audience feel like the situation could really happen. Also the fact that only normal background noises are used can make the advert seem somewhat eerie. The colours used are very dull, even though the surroundings seem normal colours they are dull greys, blues and greens. The only thing in the advert that is of vivid colours is the boy who is haunting the man, this can make the boy dominate the advert.
The advert starts with a normal everyday scene of a man brushing his teeth in the morning, the situation is mundane, it is significant of that an everyday routine adds to reality and therefore it could happen to anyone of us. There is no emotion on the man's face as he does this and the colours in the background and the colour of his T-shirt are dull shades of grey. The grey shade can suggest that the advert is of a sad and morbid tone. The man's eyes then travel downwards towards the floor and the camera angle changes from a close up to a mid shot. The camera changes to the man looking through the mirror, but now we can see what he is looking at, on the bathroom floor is a little boy in a crippled position, he is dressed in a bright blue t-shirt and has bright red hair to make him stand out to the dull grey background. The killer driver stares in his bathroom mirror in the chilling TV advert, he is haunted by the image of the boy he mowed down. Then he carries on brushing his teeth like it is normal for a dead boy to be lying there.
The shot then changes to another scene, the scene contains the man and little boy, this time we assume the man is at work as he is dressed in a suit, in an office type environment. The shot used is a long shot of the man walking towards the camera. The little boy is lying in the walkway of the office and the man has to walk past him. No emotion is shown on the man's face and none of his fellow colleagues greet him as he walks past. The man briefly glances at the little dead boy lay in the walkway and carries on walking, ignoring him as if he has never seen him. Again the colours in the background are dull and the boy stands out from the rest of normal life.
In the next shot it is of the back of the man's head and just past him is again the little boy, the man is coming down some escalators at what looks like a shopping centre. However we know it is the little boy because of the colours of the boys...