When making an advertisement, one of the most important factors a creator must consider is how the product will connect with its audience. Making people care about your brand, or associate it with something they value can be very effective in creating a favorable public image. Though a many companies these days utilize such techniques to attract audience, this essay will focus on analyzing the 2015 Super Bowl Budweiser commercial. Their ad tells a story of a lost puppy and its owner. Budweiser has chosen to connect with potential clients by evoking an emotional response from them, causing the interest in their products. They managed to achieve their goal by using pathos, a relatable storyline, and creating strong lifestyle associations. This paper will analyze and describe the methods used by the Budweiser company, as well as make some conclusions on their effectiveness.
First of all, the advertisement relies heavily on pathos to make its message more impactful. Pathos is defined by establishing a bond based on human emotion and relatability, which is often used to convince the audience. In their commercial, Budweiser uses humanity’s love for animals to establish an emotional connection. The video showcases various domesticated animals, including a puppy and a number of horses, participating in various events. Most people are especially fond of young and cute animals, so their inclusion increases the mass appeal significantly. The inclusion of these animals instills feelings of adoration and happiness in the viewer, helping to form a positive connection with the video. The animals are also engaged in the plot of the video, rising from an appealing addition to a vital part of its message. Both horses and the dog are play an important role in the story, akin to the main character, and push the plot forward.
Furthermore, Budweiser constructs an emotionally-heavy story that makes the viewer care about the characters. The plot primarily focuses on a little lost puppy, and the efforts of the main character to find it. By using music and cinematography, the commercial tells a story of a pet separated from its owner without the need to use words. The song the creators chose builds a sad, dramatic atmosphere, filling the audience with a sense of worry and suspension. The shots used to display the contrast between the puppy’s suffering and the man’s attempts at getting it back, highlighting the struggle of both parties and making the viewer empathize with them. The video reaches an emotional climax when the dog is threatened by a wild wolf at night, only for the owner’s horses to come to the rescue. The horses then escort the dog back to their master, and the story gets a happy ending. This heartfelt resolution follows the structural beats of a traditional story and manages to form an intimate bond with the viewer. By following the basic story structure and hiding their promotion under the guise of a standard story, the creators made sure that it will be interesting for any type of viewer.
Finally, the main point of the commercial is to say that Budweiser is the best drink for a company of friends. Making such a point encourages more people to spend their money on this drink and builds a positive brand image. The perception of Budweiser as something crucial to a friendly gathering boosts the product’s popularity and sales. This goal is achieved by making strong associations that help reinforce the connection between Budweiser and spending time with buddies. The name of the brand itself contains the word “bud”, making the audience correlate beer with friends and relaxation. The video uses its story to emphasize the importance of camaraderie and advertise their product, consequently making a connection between the two, further encouraging people to consume their product together. The commercial also mentions an online hashtag, #best buds, encouraging people to share their own moments of friendship with the world. This action was done in an attempt to advertise the drink using public recognition, as well as to create an even more positive brand identity.
In conclusion, one can say that the Budweiser commercial succeeds in its goal of forming an emotional bond with the viewer to increase interest in their product and their brand recognition. The advertisement uses people’s love for cute animals to their advantage, making the plot more engaging, and the conflict relatable for the audience. A story of a sad, lost dog and its desperate owner clearly translates to the viewer the feelings of distress such an occurrence might produce. Using the music, atmosphere, and cinematography to their advantage, the creators succeeded in filling the reader with both sadness and joy. The ad also follows a traditional story structure that makes its message clear and creates a distinct connection between the brand and a lifestyle choice. By ensuring that the watchers can easily apply that they witness to their own lives and struggles, Budweiser has produced a commercial that will resonate with a large number of people.
Reference
Priddy, M. 2015 Budweiser Super Bowl XLIX Commercial Lost Dog Puppy BestBuds TV Ad Spot [Video]. YouTube. Web.