The following American Express Card commercial is a couple of years old now, but I still love it. The spot is probably one of my favorites and I consider it a great ad. As you watch it, consider a few things:
1. The Dialogue - it’s snappy, intelligent, and quick-paced; you almost always catch something new everytime you watch it, which makes people eager to see it a second and third time. And if you can get your audience excited about seeing your commercial, then you’ve got it made in the shade.
2. The Comedy - it’s subtle, dry, and satirical; Notice how they almost poke fun at the process of filmmaking. Listen closely to Wes Anderson’s “advice” on putting a movie together. I also love the actor’s question at the beginning, “Why would I put my hat on if my best friend was just blown up?” The comedic timing is also great. And notice that the comedy has nothing to do with the product. Interesting.
3. The Visual Style - it’s all done in one take; There are no quick cuts and fancy editing techniques here. Just one long 2-minute take. In a world where many commercials seem to be hopped up on energy drinks, this one takes its time. However, notice the strategic placement of foreground elements that occasionally fill the entire frame as Wes walks behind them. This allowed the agency to cut in and make a :60 or :30 spot when needed, without jarring the viewer.
So, here it is, Wes Anderson’s American Express Card commercial. You’ve probably seen it before, but enjoy it again and be sure to leave your comments on the ad as well.
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