Celebrity Advertising

Dwight Howard/LeBron James McDonalds Commercial.
-First shot Dwight is in the center of the basketball court dribbling a basketball, only the court is illuminated and LeBron can be seen walking in with a bag
-LeBron sits down on courtside chairs as Dwight continues to play, both are dressed in expensive basketball outfits. LeBron still not illuminated, can’t see what is in the bag.
-The two greet each other, Dwight still on the court and LeBron on the bench.
-LeBron now illuminated, dead center in the shot with the McDonalds bag clearly visible beside him- bright white and red back contrasted with dark seats
-Camera pans in close to Dwight’s head, background dark as he coolly asks ‘what you got in the bag’
-LeBron, center screen, relaxes on the back of the seats and responds, “Big Mac, Fries”. Both players elite physical physique is highlighted by posture/clothing
-Camera pans out, half court above Dwight, empty stadium, court illuminated, Dwight challenges, “I’ll play you for it”
-Camera pans back to LeBron, sitting on the bench, McDonalds back illuminated next to him, seems stunned as he asks, “My lunch?” Camera lingers on LeBron as Dwight starts to explain “First one to miss…”
-Cut close up to Dwight as he continues, “….watches the other one eat.”
-LeBron now standing up, camera slightly lower making the players look larger, DeWight fakes the shake
-Camera angle now from the position of the McDonalds bag, empty stands emphasized as LeBron says, “Funny Dwight”
-Music starts- As the camera cuts between both players they are center screen and only figures illuminated. LeBron explains the complicated basketball moves that determine who gets the McDonalds
-Dwight says “No jump shots” close up to his face, black background, LeBron agrees
-Both give each other a ‘cool’ look, this ‘cool factor’ radiates off of each player as they begin to play
-Camera cuts back out from the perspective of the McDonalds bag, a series of crazy complicated jump shots/dunks begins with the music accenting each basket
-Cut to view from under the basket, elite skill and fitness highlighted by gleaming muscles
-Goofing around, joking with each other, make every single slam dunk, flowery moves added, cuts between face close ups and view from bench
-LeBron makes final challenge, Dwight goes for the twist slam dunk and shatters the backboard, music stops
-Cut close up to glass shattering, sheer power of his shot emphasized
-Game over as LeBron says, “Smooth, Dwight” and clapping is heard in the background
-Cut to a pudgy-er corporate looking man in a suit sitting on the bench, view from behind the two players as man says, “Great show guys”. Reaches down to McDonalds bag below him, takes out a fry
-Cut to view from McDonalds bag up to the players faces, both shocked
-Man stands up, camera follows him this time without players in shot, man holds up a fry and says, “Thanks for lunch” and leaves
-Cut back to LeBron and Dwight, closer together now, suspicious whisper “Who’s that” “I have no idea”
-LeBron’s voice in the background “He’s takin our lunch dude” as red screen with ‘M’ logo cuts in, basketballs bounce to form the M center screen, shot lingers on ‘i’m lovin it’, end.



Brad Pitt Tag Heuer Watch Ad.

-Brad Pitt centered between the left and center third of the page while the dangling watch takes up the right third.
-Light blue background fading up from light to dark, Brad Pitt’s body language with hand lightly on face and piercing blue eyes, slightly questioning look on forehead matches with white logo ‘What Are You Made Of?’
-Hand position lengthens Pitt’s wrist to highlight Tag Heuer watch on his wrist
-Wearing leather jacket casually, looks expensive/elite
-Details of watch enhanced, in front of Pitt to the right, ½ size of his face, covering one shoulder
-Logo in upper right hand space, part bolded, smaller ‘What Are You Made Of?’ below, then logo then watch all cascade down right hand third


Connections
-Physical fitness of athletes shown off and highlighted through clothing
-Dark backgrounds or no noise in the backgrounds to create focus around celebrity
-Themes of ‘challenging’ or ‘rising to the challenge’ prevalent
-Power of celebrity noticeable
-Celebrities usually a little off center, brand logo takes up less room but still draws attention