The Film Critique - Essay Example

Movistar The major audience for the Movistar is the general public where there will be need to use the content of theclip. This also implies that it is a promotional clip that seeks to popularize a particular concept. The target audience are the youths and the streaming of the clip is often comes as a trailer since it is in the form of advertisement. Movistar is one of the top clients for this subsidiary and they did the campaign for its networks. The title of this campaign was ‘gravity’ and one of these videos was directed by two of the most renowned directors in the industry, Jorge Soto and Charlie Valderram.

The commercial was in the form of a video, this makes it easy to capture the attention of the target audience. People are more likely to watch moving images than any other form of media. The content of the commercial is also limited as it only involves one character. This gives the commercial a sense of mystery as we try to understand how this central character will relate to their environment. In the commercial, the central character is seated and manages to defy gravity. The end result is that the character floats throughout the commercial.

The context of this commercial is that everything is possible for the users of this network as the commercial ends with the name of the brand, Movistar.The peak hour for this clip is when the cinema halls are busy and fully occupied by people. The hall usually gets full when the clip is played. This implies that it gains more popularity due to its target The directors used in this commercial have a history of coming up with such commercials. Their work usually involves very few characters and it is these that are used to convey the message about the product to the consumer.

The intention of this commercial is to portray a scenario which is impossible to achieve, in this case, floating above the ground. This makes the viewers’ wonder how this is possible. At the end of this phase, the name of the brand appears on the screen. This creates a link between the brand and the floating character. It shows that the product has limitless capabilities and it can enable them do a wide range of things that were previously not possible (Plunkett, 2008). All these things can be made possible due to the Movistar 4G networks.

However, my perception of the commercial differs from the company’s perception. As a viewer, the commercial is dull and does little to capture the attention. It is therefore very difficult to match the two items, the mobile network and the floating character at first glance, it requires a keen individual to fully understand the message that the commercial is trying to convey. There should have at least been a voice over that states what is going on in the commercial and makes it easier for the viewer to comprehend the message.

In conclusion, even though the agency has done fabulous commercials for this client, this was a slightly lower quality piece of work and more could be done to make the message clearer to the viewers and increase brand awareness. Work citedPlunkett, J. W. Plunketts advertising and branding industry almanac 2008: The only comprehensive guide to advertising companies and trends. Houston, Tex: Plunkett Research. 2008.