Tipping point has been the most talked about advert of recent times, partly to do with the amount of money spent on it but mostly due to the amount of props and effects used.In this review I will analyse various aspects of the ad including camera work, colour, setting, props and actors.
One of the many shots used is the close up which emphasises certain aspects of the ad.The close up is used at the start to show the man’s hand just before he pushes over the dominoes, this emphasises the importance of that particular action and it undoubtedly draws the viewer’s attention to it.
Another close up is also used later on in the ad to highlight certain expressions on people’s faces & this changes the mood and the momentum of the ad.
Alongside the close ups, the long shot has also been utilised in order to provide a panoramic view & also gives the exact position of the object or character in relation to the surroundings. The two shots mentioned above effectively communicate the mood and body language of the characters thereby igniting the interest of the viewers whilst making them more inquisitive.
As far as the colour is concerned the ad is given a time effect where the hues of the objects & buildings appear faded and worn out & makes the audience trace the product advertised to its origin. It also conveys that the product has a long lasting relationship with the audience & has been a part & parcel of their daily lives.
Colours affect our moods and help us visualise the situation. Using right colours and tones leaves a lasting effect on viewers’ mind which eventually results in them contemplating the purchase. The colours used are also quite dull which wouldn’t normally be associated with modern life therefore showing that the product has a history of serving the audience i.e. in the olden days.
Setting is very crucial to the character of the product. It helps viewers identify themselves with the product and creates a sense of belonging and pride in being associated with the product. The setting seems to be in an old foreign village which might indicate that the product has reached out to people in other parts of the world and this may portray the product as being well known so people might want to try it. The setting may also invoke a sense of belonging as the village and its people are seem to be of a certain mould who are linked to the product, the audience may be drawn towards the product because of this.
The props which have been chosen also play an important role in making the ad a success. They have been particularly chosen because they represent the characters’ lifestyles which seem to very ordinary and basic i.e. plain cardboard boxes have been used which indicates the simplicity of the village.
However despite this simplicity the product seems to be an integral part of their lifestyle and I feel the props have been selected to contrast with the big glass of Guinness at the end which is far from simple in terms of size and colour. Apart from these points, the undoubtedly most significant factor is the domino effect which the ad itself revolves around. The domino effect provides the excitement in the ad and its perfect synchronisation intrigues the viewer as well as making the ad memorable, therefore embedding an image of the product in the viewers’ minds.
Another aspect of the advert is the actors whose reactions and expressions provide the excitement and a sense of fun. The actors more or less react to the events in a similar way however they are all doing their own thing whether it is working in bakery or looking after the livestock. The idea behind this is to show that no matter what type of person or profession Guinness is something all the locals have in common; they all cheer together when the domino effect is happening and also rejoice in sync as the glass of Guinness is “filled”.
As well as the setting, the actors also contribute to a sense of belonging which attracts the viewer and makes them try the product. Also, the characters have been portrayed in such a way which makes them seem as they to some extent worship the product which may represent the love for Guinness buyers have around the world.
Having reviewed and analysed the different features of the ad I believe that the its success has been largely due to the domino effect shown in the ad this has made the ad memorable and eye-catching. However, other factors like colour and setting have also made the ad a wonder. I am confident that applying these features to our adverts will surely increase the popularity of our product amongst the public.