englsih

Yousif Alkandry

Professor Vanessa Fierrira

English 101

26 Februrary, 2015

Lost Dog

There are certain ads that are heart tugging, especially the ad “Lost Dog” that aired during the Super Bowl this year. Many people have dogs and view them as being a friend, but seeing the Clydesdales rescue that precious, sweet little angelic dog brought tears to many, and I included. That is what “Lost Dog” represents, a commercial ad that was created by Budweiser and aired at the Super Bowl. This is an ad that is a sequel to “Puppy Love” which was developed last year featuring Clydesdale horse and Labrador companion puppy. The advert starts with the puppy getting separated from his owner and the pal horse while it accidentally boards a horse trailer. The Clydesdale sense a disturbance, gets unruly and this makes the trainer realize that the dog was missing. The puppy moves through rain at times shading itself under structures with the look of fear and sadness. The dog tries to go back home walking through the nights in the disorienting forest. In the meantime the owner puts up lost dog signs in hopes of someone reaching out. The puppy gets close to the horse when the wolf attacks and the horse rescues the little dog from this dangerous animal. The dog together with Clydesdale is able to reunite with the owner who happily embraces it before sitting back with a bottle of beer to enjoy the friendly moment. This is a heartwarming connotation of how true friends will always have your back; there is always true love everywhere, a story that people from all walks of life can be able to relate to with a bottle of Budweiser beer.

The background of this advert is dark, as the puppy moves around; it reflects the fact that it is lost and is under distress to find its way back to the stable. In any advert, the idea behind it has to come out clean otherwise the company has lost their appeal. The advert shows the dog as little and humble, with need to get back to its owner. In the end of the dark running around, the dog eventually meets the owner from the end where there are shades of light.

The models in the ad are a lost puppy, Clydesdale horses, which are very huge, and a loving master at the ranch. The horses are well built; a symbol that has always been used by Budweiser and the dog seems disturbed while running around looking for its way back to the ranch. The models have been used to evoke love that exists between friends; it is evident that when the dog was lost, the master as well as the Clydesdale horses were disturbed.

The advert has to be in an environment, an environment that captures the ideas behind it. This ad is set in the ranch where the dog gets into horses stable and it is driven away, it manages to get out and maneuver its way back to the ranch, it is saved from the wolf by its pals and eventually it gets back to the arms of its owner. The setting is in the countryside where lots of people tend to exhibit love and care, unlike the city where there is everyone for self attitude. The ad tries to show the contemporary American setting where the countryside tend to portray a culture of togetherness and love, the countryside has many native activities such as ranching, and keeping friendly dogs too.

Song are usually part of adverts as a way of cajoling the indented emotions This ad is accompanied by a song by Passengers “Let Go” which is used to evoke the emotion of love. The lovely tune of the guitar helps the viewer to connect the picture with the intention of the creator of advertisement. The song is sung throughout the advert and it also helps sustain the viewer as it is a mode of entertainment. The song evokes the moods and that gives the reason as to why many people eventually break into tears when the dog finally makes it back to its master at the ranch. The advert has made a simple omission; the only word that appears on the screen is Budweiser. It has not used many words, because this is more about the actions and interpretation than reading and interpretation. If there wasn’t any sound track, then words in small fonts at the bottom of the screen would be quite advertised in order to provide directions to the viewers. Leaving the words out implies that they are not needed for the purpose of communicating to the audience.

For every advert created there is an audience to be targeted. In this case the advert was created for airing during the Super Bowl competition; to target as many people as possible. Usually at the end of the whole process people give their views on which advert they have found to be more compelling to watch. The Budweiser ad targeted a wide American population of beer lovers, from the young to the old. Usually the models that have been used are loved by all sets of people, the group that would fall for the pitch are the kids before their teen and the older people past their teen. Starting to implant the idea that friendship is associated with drinking Budweiser beer.

What the consumer needs and desires must be reflected strongly throughout the advert. In this case, a brand that brings them together, one that they are able to share and enjoy with friends. The advert has managed to show the importance of friendship, which is very vital. This is an advert that continues the major idea that the sponsor had initially, and to create an advert that is compelling and connecting the people. This advert suggests the fact that the audience loved the advert that the company had created in the past; this was a sequel to “Puppy Love”. This was a commercial that won the previous year Ad Meter and therefore Budweiser found it important to use the same strategy once again. And this proved to be a proper move, as the whole idea was loved once again. Insinuating that Budweiser beer is the connection the holds friends together.