“And You, And Him, And Them, And These, And Why Not…”
Taking advantage of the name, this Samsung advertisement portrays the endless “and’s” that are possible with the Android. The fun, quirky nature of the video stresses modern values and beliefs, implying that Android is both in the Now and the Future. There isn’t a generation left out, or even, it would seem, a demographic. You have the crazy sports fans, the family in the pool, the old guy playing the trombone, the monkey…?
This fast-paced commercial cuts from one “and” moment to the next, depicting the various ways you can use an Android to your benefit — all to the tune of the intense single, “Party Hard” by Andrew W.K. The shots include multiple people (or animated characters) together, engaging in a variety of different activities, hence the tagline: “Be Together, Not The Same.” While about half of the video shots are dedicated to showing attributes of Androids (they can be large, small, go underwater, be worn on your wrist, etc.), the other half have absolutely nothing to do with the product, but rather the brand; there is an assortment of people, activities, camera angles — it’s all there to show the diversity and fun-loving nature of the brand and, when watched in sequence, it works. You feel included, inspired; And You.
This ad combines humor, diversity, and excitement to try to reach the consumer, while this similar, yet somewhat contrasting ad (http://vimeo.com/109756827) uses the pathos appeal instead, motivating viewers to make an “and move;” to be different while being together; to move forward. It’s pace is much slower, and it’s focus is to inspire, with dialogue about inviting the new kid to sit at your table, and shots of Martin Luther King Jr. giving a speech. They call it an “And View.” They want being progressive to be synonymous with being an Android customer, and whether it’s executed through fast shots and loud music, or slower-paced videos with an encouraging voice over, the message is the same. Everyone is different, everyone has something to contribute to society, and, of course, everyone should have an Android.