Energy Motor Oil ([Gazprom Neft) Translation V/O Sometimes you are not given any choice when faced with situations on the road. You have to make decisions in less than a second. G-ENERGY MOTOR OIL works just as fast. Its adaptive formula activates performing enhancing additives the second you need them.
Director: That’s a wrap! Thank you. V/O And this person that knows a little bit about driving understands this perfectly. [Being sarcastic, as Russian audience is well aware about Transporter 1; 2; 3] V/O Close up of the product. Slogan: G-ENERGY MOTOR OIL, ADAPTATION TO ANY SITUATION.
GENRE: Action It is not difficult to identify genre of this advert because of its pace. They have used action because it is more appealing to Statham’s fans, associates with Jason’s films, cars-> motor oil. TARGET AUDIENCE: Is D to B (18 – about 50) STRUCTURES: Realist, Surreal, Animation (Graphics). Structures used: REALIST. Real (For some people) situation on the road, used to show potential buyers how good the car works with the motor oil they are advertising. This technique and idea that something like this can happen to you nearly everyday would appeal more to racers who love tasting their cars for speed. Although knowing how dangerous the traffic can be in Moscow and St. Petersburg, I wouldn’t be surprised if something like that chase would happen to people who are not interested in racing) 2.
SURREAL. Used when Jason drives through glass/ice wall, loads of ice cubes flies everywhere. That technique and shots are used to make the advert look more effective. After that camera goes into an engine to show a Close Up of how exactly everything works and why motor oil is so important in a car.
3. ANIMATION (GRAPHICS) The inner shot from the engine, when showing how exactly it works with the motor oil.This is used first of all to show the importance of the oil and of course to get viewer’s attention. Shot from inside the engine isn’t something you see everyday, so it get’s attention of the right target audience. TECHNIQUES: Celebrity Endorsement, Brand Awareness, Colour, Editing (Special effects), Intertextuality.
Techniques used: 1. CELEBRITY ENDORSEMENT. The star of the advert is Jason Statham who is now well known all over the world for being an excellent driver in films like Transporter 1; 2; 3, Death Race, Crank 1; 2. Why used? Jason Statham is used to endorse the product.In the advert they show him driving a fast car very professionally and after that someone is putting G-ENERGY Motor Oil in his car.
According to all the films he is a great driver, so he associates with fast cars, and fast cars associates with motor oil. So the persuasive technique they have used in this advert is that Jason Statham knows the product he is advertising. Also because Jason Statham is rich and famous, people know that he will only use the best. By being in this advert Jason Statham is giving the message to the target audience ‘I recommend G-ENERGY, because I know what I’m talking about’.
2. BRAND AWARENESS.Gazprom Neft (Gas-prom Oil) is a well known company and G-Energy Motor Oil is a product they have had for years now. So consumer knows it’s on the market. Why used? What Gasprom Neft is trying to do is to get more/new consumers by making this advert and using different techniques in it.
Brand awareness is a very powerful influence on brand choice. People are buying things they are aware of e. g. they have seen before on TV, used before, been recommended to try etc.
Good way of making people aware of your brand is promotional freebies (Pens, Pocket Calendars, Diaries, Business cards holders with Brand Logo on it) . COLOUR. I think that colour is a very important detail in that advert. Colours used – Mostly ORANGE, BLACK and BLUE-GREY.
Orange – Nisan R35 GT-R (Jason Statham’s car), Fire, Sparks, Flash when camera shows from inside the engine, the packaging of the product. Black – Cars that are chasing after Jason Statham, Motorbike and biker’s outfit, Jason Statham’s outfit. Blue-Grey – Roads, the rest of the traffic, Lighting and all the objects in the fish warehouse, Fish, Ice, Glass/Ice wall, View through the camera screen (When showing that it was filming).Why used? Orange – is a colour of spice, form and design, energy, deepened it becomes exotic and exciting (Exactly the words that describes orange Nisan R35 GT-R that Jason is driving in this ad) Used to highlight Jason Statham as he is the only one who is driving such a bright and superfast car on the road, the Product as the packaging of the product is mainly done in gray and orange colours, so the colours used in this advert associates with the product itself. Black – is a colour of mystery, sophistication, elegance.
Black is both positive and negative.In the old times in films good guy would wear white, where a bad guy is would appear in black. Nowadays good guys also wear black on a screen because it gives their character some mystery. Black as the absence of colour is making lighter/brighter colours to stand out. And that is why advertising agency is using that technique in this advert.
They made bad guys wearing black, driving black cars and Jason Statham – the star of the ad to drive bright orange car, so the orange would actually pop out of the screen – get your attention. Because that what advertising is all about to get viewers attention Blue-Grey – Blue is cool and orderly.Grey – keeps it foreign, remote and distance. When grey is being used in cinematography it usually tells you to be aware of the place and of what is going to happen next.
In that advert Blue-Gray been used as a neutral colour of all the other objects that might be colourful and can distract you from the picture that advertisers are showing you, and since all the other objects shown in that neutral/boring blue-grey colour, the audience is paying more attention to Jason Statham as he is a celebrity and more colourful objects like Jason’s car.That technique is used to highlight Jason Statham as a celebrity and as an excellent driver which is appealing for motor oil advertising. 4. EDITING (Special Effects) Editing is a very important part of post production. Because it doesn’t really matter which celebrity you are going to film for the advert, if the editing is done badly then your advert will not look good and it won’t work. Continuity editing is used in this advert. Continuity editing is mostly used in films to show the audience that action flows smoothly from one frame to another e. .
when showing the dialogue between two people, firstly showing what one person is saying, then immediately switching to the other person’s reaction in the next frame. Editing used in this advert. The advert starts with MS (Medium shot) of Jason’s car – that is used to get viewers attention to/by a really nice, dear, bright, luxurious, fast car.
Next shot is ECU (Extreme close up) to Jason’s face – showing the audience that celebrity Jason Statham is in the advert, “So come on guys, keep watching!We’ve got your attention” – Used to hold viewers interest. MS of a biker chasing Jason Statham. The chase is shown yet again to get and hold viewers attention. Sounds of cars driving, brakes, traffic, heartbeat – used to make the whole video look more realistic and effective. Close Up of the product in the end of the advert with a slogan written and pronounced. That is used because they need to show you how exactly the product looks like.
The advert is building image in your head, and makes the product more memorable. The advert is well structured and presented which makes their product stand out, because viewer have seen the advert, have seen product working and in the end seen a close up of what product looks like. Advert producers put close up of the product in the end because the very end of the advert is what viewer will remember the most, plus they also have to get viewer’s attention first before showing the product.
. INTERTEXTUALITY Advertising producers made the advert look like ‘Transporter’ with Jason Statham. This technique is used because it catches viewer’s attention, because it looks like a trailer to Jason’s action film. I personally think it is a brilliant idea, as people are interested in new films that are out there, and because Jason Statham is very popular right now – people are going to be interested in new films with his appearance. Chase.In every camera angle/shot it is shown how fast Jason is reacting to every danger on the road, which associates with how fast performing enhancing additives reacting (according to the voice over). The voice over sounds very sincere as well, so when you hear it talking about some “super” additives you want to trust it because it seems that this man knows what he is talking about. This 30 second advert is full of action and is definitely not boring, which is very important.
6. TARGET AUDIENCETarget audience are mostly men (from 18 to about 50) I think that target audience are males because such a product is more likely to appeal to men not to women, even if woman will not take her car to services to change the oil, it is very unlikely that she will be doing it herself. It is more likely that her husband will be responsible for changing oil in her car. I know targeted age is from 18 to about 50 because the minimum age for driving a car in Russia is 18, and people that are older than 50 are likely not recognise Jason Statham.As well as I think that with the chase on the road, advertising producers are targeting males who like fast cars and illegal racing. I say illegal, because Statham’s chase on a road with the traffic around does not look very legal to me. I also think that there is a persuasive message in that advert.
It suggests you that by getting G-ENERGY Motor Oil for your car, you will be able to drive much better and faster, just like Jason Statham in his films and maybe even be more cool and handsome. How did I come to this conclusion?Because of the way advert producers presented Statham’s driving abilities and the man himself. Jason is wearing dark grey outfit (and as I know already from my colours research – dark grey can work just as good as black colour) It presents Jason as a very charming, elegant, sexy, mysterious, handsome man. I liked the idea of making the advert look like it was a movie trailer and then reveal the idea in the end of the advert by clapping a clap-board.
You can clearly see in a close up of this shot what is written on a clap-board (Gazprom Neft, Scene 12, Take 2)