Ad

The company ad for the brand Fila-Real Runners is effective in their message by appealing to the audience’s sense of happiness and humor. The ad entitled Fila: First Steps, which sells sports wear, tries to tell the audience that if you are an athlete then you are simply an athlete and you must face that fact by going out and buying sport products. The first thing you see as you watch the ad is a baby taking his first steps at a family barbeque with his dad recording the moment. As the baby walks closer to the front door he suddenly runs out the house and into the street away from the house faster than his father could run.
The first thing a person would notice as the ad started is the family having fun at a barbeque. The creators of the ad want you to feel the happiness and have fond memories of family get-togethers. It makes the mood of the ad upbeat and draws you in by making the viewers wish they were there. Family events bring together people you love and most people always feel comfortable in their own family settings. This relaxes the viewers and makes the shock at the end of the ad even greater. The biggest happiness indicator is the baby taking his first steps as his father records his boy walking for the first time. Any ad with a baby grabs attention because of the cute innocence of the baby. For one thing, it gets all the women’s attention as they see the cutest little baby and it also show the gentleness of a loving father watching out for daddy’s boy.
The whole purpose is of the ad is to get your attention and make the audience laugh. As the baby starts to run out the door it confuses the audience and they wonder what just happened. It’s funny for one reason, because that could never happen to anyone and no one in their right minds would expect that to happen. The punch line then comes up, born to run, implied that even babies can be athletes and you are ‘born with it’. This sudden shock drives the audience to laugh because of the confusion and fear they felt as the baby suddenly started running. The creators are selling their products by saying that some are just natural runners and should go buy their sport wear. Athletes are athletes and you have to face that fact and go get the equipment you need if you are one.
The ad was very good with appealing to emotion, but it wasn’t perfect. The first time you see the ad the viewer knows that what just happened could not logically just happen. At first a person may be confused what they are trying to tell the viewers. The purpose of the ad is to make you think and if a person isn’t in the mood to ‘get the joke’, then the viewer wouldn’t like the ad as much.
I think the ad for Fila-Real Runners was very effective and caught my attention. The biggest parts that I noticed were the emotions they were trying to put out with the family and suddenness at the end of the ad. The creators thought through how to create a comfortable appearing environment that distracted you from any way of knowing what was going to happen next and then surprised you with something really random that had to grab your attention. I think that anyone that watched the ad, without knowing anything about it ahead of time, would find the ad funny and did what it was suppose to do which is get your attention and laugh.