Hunter Gatherer

The brand is the McDonalds fast food restaurant.

I understand that the brand is there for their costumers any time of the day and night, does not matter who are you and where are your from, it can always give what you want.

The narrative of the story is about a pregnant wife and her husband. At the beginning she searches something in the kitchen but cannot find it, then the man saw it and go outside to buy something for his wife. However, because it was night all stores closed or do not have what he wants. Then he found the McDonalds fast food restaurant, which works 24 hours and asked for pickles. At the end he returned home, sits next to his wife while she is reading a magazine. The man puts a box from hamburger on the table if front of her. She opens it and sees pickles. They both are very happy.

The main characters are pregnant wife and her husband. She is an ordinary pregnant woman who acts typically for pregnant. Her image is used to show the audience that McDonalds works for anyone and can satisfy everyone even you are pregnant with has special food cravings. The second character is her husband who is caring person and wants to makes her happy and satisfied. He looks like an average man with a typical hobby, which is watching a football match. But for him his wife is more important, so he drops the match and attempts to find pickles.

The settings of the advert are the flat, city and the restaurant. These places emphasize the environment and the audience can easily connect their lives with the main character. The actions happen during the night when most stores closed. This is important because the wife wants pickles at any time of a day and the most problematic is nighttime, because you could not find pickles in that time. But it is not the problem for McDonalds as it works 24 hours a day. So, you can order food any time.

The non-diegetic music is very important in the advert because there are no dialogs or voices in the video. However, there are some diegetic sounds of the football match, knocks and other sounds. The music creates the mood and atmosphere of the advert. It is a pleasant soft song with a singer and sounds of instruments. The rhythm is quit slow and same during the whole video.

At the beginning the characters’ flat is established. There is a man sitting on the sofa and watching a football match, while the wife is in the kitchen searching for food. They are middle class people who live in average flat with combined kitchen and hall. It gives opportunity to see characters, what they are doing and where they are at the same time. Also, they can see each other.  We understand what they feel and their reactions through their face expressions. Face expressions are the main communication between characters, which can exclude dialogs, but the audience will understand what they feel, their thoughts and what they want to say. Next the city streets with stores are established. The character enters any open stores with food but all workers show that they don’t have what he wants. Most stores are closed. He continues search for pickles and then find McDonalds. There is established a smiling and kind casher who can sell pickles. It gives idea that all McDonalds workers are kind and nice people, who can help you any time a day. At the end he returns home, then we see he holds a bag from the restaurant and a cup of coffee. It signifies that he bought something for himself from McDonalds also. The wife looks at him and the bag, takes out the box from burger. Which connotes that she will find a burger there but when she opens find pickles. She is smiling to show that she thanked and happy.

The cinematography used different distances of shots such as LS when he is established walking outside and searching for stores or inside McDonalds. It emphasizes the environment and space. MS and CU gives more intimacy and focus on emotions of characters. Also gives additional information like the CU of the pickles at the end.

The editing is used to connect the shots together. Editors used straight cuts and short takes for this advert because it narrows the time. The video goes only 60 seconds but it explains the main concept of the brand in that limited time. There is also used cut away to show the POV of the main character. What he is looking at, his emotions and thoughts. It gives additional formations, which develop the narrative.

The message of the advert is that everyone should go to McDonalds because it always satisfies any food cravings of any person.

The main idea of the advert is that McDonalds is there for its customers in any time of a day or night.

I would like to buy something is McDonalds because this advert makes me happy and I like this cute narrative.