Mercedes-Benz E-Class W212 Commercial 'Sorry'

Ø  The product is Mercedes-Benz E-Class W212.

Ø  I understand that the car is safety to use because it stops immediately when you press stop pedal.

Ø  The equilibrium of the story is when the driver drives the car in the road in the forest. The disruption of equilibrium happens when he turns his head and sees Death. Then Death says: ‘Sorry’, and looks forward. There is a trunk on the road. The driver immediately press stop pedal and the car stops before the impact. After a brief moment of shock the driver turns to Death and say: ‘Sorry’.

Ø  The main character is the Mercedes driver. He is about 30 years old, who wears grey suit and drives elite car. He looks like a successful handsome businessman. Maybe, he returns home after a work or drive somewhere because of work.  The protagonist signifies that Mercedes owners are rich successful men.

Ø  Settings: The advert takes place in the winter forest in modern time. It is seen through the snow on the trees around the road. I can understand that it happens nowadays, because the driver wears a modern suit and the car looks modern.

Ø  The non-diegetic music develops the narrative and have the emotional idea for the advert. At the beginning the music is quite and relaxed. There is a pleasant sound of the piano. It makes the viewers feel relaxed and give idea how do they feel if they drive the car. However, when the Death appears the sound of piano goes down and reminds that something bad happened. It builds the tension and suspense. When the driver stopped and saved life the cheerful sounds of piano appear again. It tells us that everything finished well and the driver cheated Death.

Ø  Mise en scene establishes the place which is the forest and the Mercedec car with the drive in it. Through props and other things we are informed about what is happening and where. We understand who is the main character and who is a villain. The audience understands that the villain is a Death because he wears black suit and holds a scythe. He appears suddenly. Also Death evilly laughing and say ‘Sorry’ which mean that he is there to take the drivers life. At the end the car is established and key words appears: “Senses danger and increases braking power. BAS PLUS’. This gives information what the advert is promoting.

Ø  Cinematographers used mostly MUC of face expressions of characters. Because of that we can share emotions with the main character. As we see things from the first perspective we also share ideas, thought, feeling with him. There are also MLS/LS of the car on the road, to put the attention to the product and emphasize the place. The camera movement of the nature conveys sense of space and suggest mood. It also emphasizes the continuity of time and space.

Ø  There is establishing shot of the forest at the beginning of the advert. There are only used straight cuts to have the linear narrative and make the sense of continuity. It not disrupts the audiences’ attention, so makes easier to follow. There is also used technique shot/reverse/shot between the driver and Death. It this moment the 180-degree rule is broken because when the driver established when he saw Death, he appeared from Deaths perspective. There is one more technique is cut-away, which is used to provide additional information (what is behind the car) and develops atmosphere, narrative and creates tension and suspense of hit.

Ø  I think the message of the advert is that you should be attentive while driving the car and those Mercedes-Benz cars have a very safe system which can safe your life. So, don’t waist your time on other cars and buy Mercedes-Benz.

Ø  Mercedes cars have great Bas Plus break assists system, which can save your life.

Ø  I would like to buy it because Mercedes is good German car which looks expensive, moderns and cool to use. I like the advert, because it is funny and entertaining.