Songsmith!
Microsoft’s put together a commercial, which is.. Well, unbelieveably stupid. It’s promoting a program I’d never (and probably you haven’t, either) heard of; Songsmith!
Well, the task is to analyze this commercial (or any other of free choice), focusing on both the presentation of the product (the “process model”) and the message of the commercial (the “text model”).
Analyzing a commercial this stupid without going off topic a bit is going to be really hard, if not impossible, so don’t expect me to carry through with the serious-all-the-way-through attitude.
First, a quick summary of the commercial. The main character tells us, that he needs to come up with a campaign for Glow-in-the-Dark Towels “today”, but has no idea what to do. His daughter, Lisa, suddenly starts singing to her computer, and tells him about “the cool, new thing” called Songsmith.
The main character then brings Lisa’s his computer to a local café, attracts attentioin, and the program suddenly starts spreading (a little like a virus; Someone stupid (enough to use any Microsoft program of his own, free will) discovers a program, and shares it with everyone).
The commercial ends with showing us how the presentation of the towel-campaign turns out great for the main character, him coming home and his wife (?) and he sings a tune about how greatly Songsmith’s changed their lives for the better. The movie ends with this slogan:
Now, the analysis. The Microsoft crew obviously wants us, the public, to buy their amazing, new software called Songsmith. They tell us this through a video, probably because it’s easy, cheap, and reaches loads of people fast.
There’s not really any so-called noise in this ad, as there’s no room for misunderstandings or misinterpretations. Oh, you might say that the product the ad is supposed to promote is presented in a thoroughly stupid way, but that’s not really noise.
And the not-so-well-hidden-in-this-commercial message? Well, the last few lines probably sum it all up.
“How did your meeting go today -
Did the bosses like your aaad?”
“Well Honey, thanks to Songsmith,
It was the best they ever haad”
“And also, thanks to Songsmith,
Now we’re singin’ all the tiiime”
“And what a happy home we’ll have
With every word in rhyyyme!”
Everyone has a song inside!
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