Carling: Office Escape

Ø  The brand of the beer is called  ‘Carling’.

Ø  I understand that the product is good addition while watching a football match.   

Ø  The equilibrium of the story is when an office worker is established. He is chained with clips to his workplace in the office. Then disruption comes when he received a letter from him friend who is outside the building waiting for him to watch a live football, which starts at 5 pm. The worker tried to escape the office that the employees don’t see him. At the end when he almost escaped the building, the protagonist hits the glass door. His friend outside says, “ It is good, but is not quit Carling”.

Ø  The main character is an ordinary middle-aged office worker, who does incredible things to escape the office. He reminds of an agent 007 and Superman. His goal is to escape the office and catch a football game. However at the end he doesn’t achieve the goal, because he hits the glass door and his boss sees him. I think the advert is mostly for the men audience, because the protagonist is male and main aspects of the advert are mostly men's interests like the football match, beautiful woman and drinking beer with a friend. As he looks like ordinary office worker, the audience can connect themselves with him. 

Ø  Settings:

·      It happens in our time. It clearly seen through their clothes, props such as the smartphone and computers.

·      The place is the office building, because people wear suits, also there are desktops with computers. Everyone work. The compositions of elements reminds of typical building with offices. 

Ø  The non-diegetic music is important to develop the narrative because it connotes viewers about agent 007, that he should perform a dangerous mission. Also the music builds tensions and suspense.

Ø   Mise en scene is establishing main things that help audiences to understand the idea of the brand. Viewers understand who is the main character, what is happening to him, his goals, where he is.  As it is an advert of beer, there is a key moments where his friend holds 2 glasses of Carling and he mentioned something about the brand. At the end we see how the friend stretch his hand with Carling and then the beer is establish with the black background and with a phrase ‘ Refreshingly perfect’ which is highlighted by red line.

Ø  Cinematography works with mise en scene and editing to create a whole video and communicate to the audience. There are lots of MCU and CU to focus on face expressions of the characters and othe important things, which give additional information. It helps to share the emotions with protagonist and develops narrative. We see things from the first perspective, so we can connect ourselves with the protagonist.  To establish his perspective and have sense of continuity of time and actions cinematographers used tracking shots, which were achieved by dolly and steadycam. There is also moment where is used selective focus to concentrate on the important aspect of the shot and separate important things from the background. There is also zooming used to have a dramatic effect and focus on the face. In the climax there is used slow motion, which creates comic effect that the person flies. It stops when he hits the door.

Ø  The editing montage is used to contracting time but give full idea of the brand. It makes the video chronological. It makes the sense of continuity. There are mostly straight cuts between shots, however at the end beer moves forward with the black background.

Ø  I think the message of the advert is that Carling is refreshingly perfect.

Ø  I feel that main idea of the brand that it refreshes and good addition to the football match.

Ø  I would not buy the product, firstly, because I don’t like beer and secondly, I didn’t understand the main idea of the advert. The video was chronological and entertaining but last phrase “It is good, but is not quit Carling” I did understand. Also I didn’t catch why people should buy the product.