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Analysis Of An Advertisement
Visa Inc. operates the world's largest retail electronic payments network and is one of the most recognized global financial services brands. Visa facilitates global commerce through the transfer of value and information among financial institutions, merchants, consumers, businesses and government entities.
Visa gained the attention of television viewers in 2003 with a 'Tuk Tuk', featuring Pierce Brosnan in Bangkok. The following is an analysis of the advertisement. A limousine drives through the streets of Bangkok, only to be thwarted by a traffic jam. Pierce Brosnan winds down his window and catches the eye of a tuk tuk driver. The driver, delighted to have James Bond in the back seat, revs the engine and pulls a wheelie, beginning a stunt-filled and effects-laden ride through the alleyways, restaurants and shops of Bangkok. The tuk tuk arrives at the hotel just as Brosnan's dining partner pulls up in a limousine.
Zhang Ziyi steps out and apologise for being late. The tuk tuk collapses, totally exhausted by the trip across town. Brosnan reaches for his jacket pocket and throws his VISA card to the driver. Later in the evening, the tuk tuk driver pulls up with a brand new tuk tuk, revving his engine and beckoning for Brosnan and Zhang Ziyi to join him. The tagline: "Visa: All it takes."
This advertisement can be considered a success. It does a lot of things right and gains not only the attention and interest of the viewers, but also builds a strong brand image and remembrance.
The product is clear and highlighted. The brand, too, is not lost during the course of the advertisement. The product and brand is the core of the advertising message. Any attempt to analyze the commercial otherwise would prove fruitless.
The advertisement retains a "dashing" air, quite literally. The commercial successfully draws on the sophisticated action of James Bond and highlights it exceedingly well in the tuk tuk mad-dash through the city.
The advertisement stays true to the image of James Bond. The commercial maintains the charm of James Bond. It also includes a lot of stunts that can be immediately associated to James Bond. This succeeds in drawing the attention and generating interest among the viewers.
The brand, VISA, is associated with sophistication and quality. With this advertisement, they reinforce this image and add to it a certain panache and "active" participation.
If the advertisement comes under any criticism at all, it is from a purely logical standpoint. When Brosnan hands over his VISA card to the tuk tuk driver, the driver returns with a new and better powered tuk tuk. However, there are those who argue that anyone would have disappeared with the card and spent all the money.
Nevertheless, for those who appreciate honesty, this advertisement succeeds. The commercial generates good feelings in the minds of the viewers. The product and brand are remembered. Additionally, the brand image is improved and remembered.
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