The advert for ASICS opens with a dark setting to create the misè en scene which changes throughout the advert in order to show the runners progression overtime as well as the changes in outfit. The goal of the runner is explained through the technique of a loop which reveals the runner is trying to beat herself, hence the title and slogan of the advert ‘Better Your Best’.
Within this commercial I learnt a lot of techniques I would like to use in my own commercial for Nike, such as the slick cross over from ambient noise to non-diegetic music which continues throughout the advert creating a more realistic scene for the audience to follow, appealing to the everyman due to its relatability. Within the storyline we see the runner struggle and fall, also creating a more realistic and appealing advert as it is something an audience can relate with. I like the choice of the music within this advert too as it draws attention and keeps the commercial exciting, as without the music, it becomes more plain and boring to watch.
I also like the choice of shot types within this commercial as they use a mixture of extreme long shots and close ups which helps the audience establish the scene but also focuses them to what the advertisement is about; trainers and running.
Nice ad – clever, engaging, gets to the point without the hard sell. Like the looped element as you mentioned. Looking forward to see your efforts Isabelle, you got some serious competition (no pressure – LOL!) Best, Steve.