0:00 - 0:05 - The advert begins with a narrator (Harry Hill) making odd noises with his mouth as a bottle of orange Innocent juice tumbles it's way onto the screen, starting from the left and ending at the right side of the frame. This scene was filmed through the technique moving image where a multiple set of photographs were taken to show a process of something when merged together into a piece of footage, so it appears the bottle has a life of it's own waddling on the bench. The bottle then spins around, still doing it all by itself whilst the narrator says "proudly presenting, Innocent orange juice". This introduces the brand of the drink and it's flavour. By having the narrator introduce the product, this advert becomes one that is appropriate for those who have lost their vision, unlike the adverts that don't include a narrator - this one appeals to a variety of people.
0:05 - 0:08 - A 'ding' noise is played after the narrator "proudly presents" the product, followed by him stating that the drink is "made from lovely juicy oranges". At this point, oranges begin to pop up by the side of the Innocent bottle in time with the "pop" noise that has been used. Full oranges appear, sliced oranges appear, and segments of the oranges appear, creating a versatile pattern and a creative appearance. The oranges have been placed by the side of the bottle as if they are embracing it as they are all huddle rather close to the packaging.
0:09 - 0:11 - The establishing shot of the top of a bench with orange bushes and blue sky filling the rest of the frame above has remained on screen for the past 9 seconds so far. Not much camera movement has happened because the action taking place in the frame is what's leading the plot of the advert. A red arrow attached to a stick then pokes its way onto the screen, emerging from the top right hand side. This arrow points towards the Innocent bottle to visually portray that the oranges are "squeezed into this rather nice bottle", also complimented with a wolf whistle sound effect. These small elements to the advert are humorous, which should be expected from a narrator like Harry Hill who represents all things comical.
0:12 - 0:13 - An extreme close up then follows the long winded establishing shot with a cut, conveying an orange being split into two. The footage is put into slow motion so that the audience can witness the juice oozing out of the oranges contents from the middle.
0:13 - 0:14 - Another extreme close up follows of an empty glass soon being filled by orange juice from the Innocent bottle slowly and gentle being poured, again in slow motion so that the process of it dropping into the bottom and running up the sides then curling back into the middle of the glass is illustrated. Harry Hill emphasises his "mmm" at this point to exaggerate the tasty flavour of this beverage.
0:15 - 0:17 - A less close up of the glass is then filmed from it's other side, filling the right side of the frame whilst the Innocent bottle fills the left. Continuity has been used effectively here as the glass of orange juice is still filling up, presenting to the audience that a small glass of the product simply won't fulfil a craving; a big full glass is needed because the drink tastes that good. Harry comments that "everyone loves it, even this chap".
0:17 - 0:21 - The screen cuts to live footage of a puffer fish in his tank facing the glass and moving his mouth up and down in the water. Harry gives the fish a voice by putting on an accent and saying things that are in sync with the fishes mouth movements. The camera pans around the tank whilst Harry/the fish says "love it" three times, referring to the orange juice. Having a fish love this juice is quite absurd to put into an advertisement that isn't advertising a product for any type of animal, however the comedy element should definitely win over some of the audience that are into that style of genre.
0:22 - 0:28 - A fast pan races back towards the beginning establishing shot, this time positioned so that the Innocent bottle and its fellow oranges are positioned on the left side of the frame. The sticks are then introduced again, the one that previously had an arrow on now has tags on with the words "never sweetened" and "never concentrated" written on the card attached. Harry also narrates these words aswell, attracting a variety of audience again.
0:28 - 0:31 - The words "innocent orange juice" then dings onto the screen in white curvy font, the same one used for the typography of the brands name. Sound effects of birds in the trees/bushes then tweet to harmonize with Harry's finishing slogan "juicy by nature".
No comments:
Post a Comment