Wednesday, October 29, 2014

Editing of this super bowl commercial

I was looking for some funny anti-ford jokes when i found this super bowl commercial and found the editing to be decent. At the beginning, the viewer sees the ruins of a city in a very wide establishing shot. The cuts are used to create an effect of zooming in onto one specific spot without physically doing so, One cut also establishes why the city is the way it is, the apocalypse. Once the sequence reaches the pile of debris to reveal the truck and its passengers, the shot is cut to a close up inside the vehicle. Once his initial reaction shots are shown and he heads on his way, the shot returns to a wide shot that follows the truck through the city and showing some signs of what happened. In one cut, the driver is seen looking through his windshield in disbelief, creating an index vector. His observation is revealed in the next cut. He is driving under the remains of a decapitated giant robot. The next few cuts maintain a wide shot, but at different stages of his venture through the city. He is seen driving past a crashed UFO and the crater of a gigantic meteorite. The close up cut back into the truck shows the driver seeing something surprising. Cutting back to an establishing shot of the truck, it is seen pulling up to a group of other trucks and survivors. After the truck stops, a medium shot is used when the driver steps out of his vehicle. A wider shot is used in the next cut when he walks towards the group. Upon arriving to the group huddle, it cuts to a medium shot when he asks what happened to Dave. Cutting to the man across from him, an over the shoulder shot is used to explain why Dave didn't make it. Dave drove a Ford and paid the price. Cutting back to the main character, he bows his head in remembrance and he gets offered a twinkie as it starts to rain frogs. The last cut is to a close up of the Chevy logo and the slogan.

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