ADVERT ANALYSIS

The Vimto advert I’m studying is part of a series, depicting a crazy trio of fruit colliding together to create ‘seriously mixed up fruit’ ! This is both to maintain product awareness yet give it a cool edgy twist to the brand identity and previous adverts such as ‘Vimto poems’ or ‘dads pants’. Vimto target teens with this new advert by adding a fairly good drum and bass song and the sex appeal of women with the cool addition of a low-rider.

The ad begins with a Long shot which is used to establish the scene. A warm lighting and pallet of colours with tints of yellow and orange give the scene a Caribbean feel which is backed up and by palm trees in the mise en scene connoting that the drink is flavourful and exotic just like the Caribbean.

The next shot is an over the shoulder shot which is also a close up.. Adverts are short so time is saved by introducing all characters in one shot. The pretty girls are used in this second shot for sex appeal to grab peoples attention. Vimto special effect of the fruit in the background are contrasted against the white of the clothing and car to emphasise their colours and increase peoples desire to buy the delicious drink.

Next a shot of the fruits in the car is followed by an abdominal attempt of funny by giving the raspberry a ‘very comical’ line – ‘hello pretty ladies’ .. The point of the shot is to display the fruits in all the fruity computer graphic colours with red being most prominent connoting love, as in LOVE VIMTO !

A dreary shot of the girls, whom of which are TOTALLY NOT IMPRESSED by the fruits futile pulling techniques, is used to show the people who don’t like the drink and who haven't tried it – (you’ll see where im going with this in a minute)

So next the low rider starts jigging about telling the audience how crazy these crazy fruits are which connotes the USP of Vimto that the fruits are ‘seriously mixed up’ . The fruits are used as a vehicle for the drink showing how crazy and tasty and mixed up they are.

A close-up allows the audience to fully recognise the characters. This clip is shown as the drum and bass song ‘drops’ this will grab the attention of the audience so the first thing they will see is the fruit so they can still sort of understand the concept of the advert. The drum and bass music is used to provoke the audience to give an emotional response of well.. A hype ! And especially in teenagers as drum and bass is a genre which most listen too, the song is important as this ad was recommended to me just because of the song!

Then the collision of the fruit emphasising the benefits offered over similar products – that Vimto is seriously mixed up and crazy which leaves a connotation about the taste of the drink . Basically Vimto are saying why have a bland boring normal drink when you can have our crazy concoction of these mixed up fruits.

The women acting are ‘shocked’ to get covered in Vimto well everyone apart from old matey in the back whos just got a beaming smile to be on the TV, not a angry upset face where she has ruined her white top by covering it in fruit juice..

BUT…

Oh no everyone loves the taste of it showing the audience how great it taste and how they don’t mind getting covered in juice because its lovely Vimto! Refering to my point earlier – (you’ll see what I mean..) This is to show that the people who havent tried it that they should and how nice they will actually find it!!

Finally we end with the slogan in the bright bold colours of the Vimto drink contrasted against the pavement and capturing peoples attention. Next to the slogan is a couple of bottles of Vimto – Both the slogan and bottle sit on the rule of thirds line where it is most likely to gain attention.

Just after the launch of the low-rider ad, Vimto’s YouTube channel posted videos of different celebrities endorsing Vimto such as Justin Moorehouse and even clips from Eastenders.

A bunch of spin-off ads were created by Vimto to maintain peoples attention now that they had it. The messages in all ads are overt and easily understandable, buy our drink its great/crazy/mixed up .. Both spin-off and the original had such a style where it wouldn't be to childish and go under the target audience but wasn’t too old for people to switch off.

Recently Vimto posted a video announcing..

They gained

Vimto was in..

And it was..