Weekend Culture: Commercials

Viral videos consume us.  Surprised cats and spray bottle babies are at the heart of a technology rich culture.  But homemade videos aren’t the only videos that go viral.  Each week Visible Measures with Advertising Age releases a list of the top ten viral video advertisements.  It’s an incredible resource for the classroom.  All are ready made “arguments” for use in your classroom.

Consider having students watch any advertisement 2-3 times.

  • First viewing should be basic comprehension
  • Second viewing should focus on detail
  • Third viewing should allow them to answer guiding questions and/or create them on their own.

You may choose to have students SOAPSTone the ads by simply tweaking the category of “speaker” and changing it to advertiser/company or director.

Chipotle Commercial-“Back to the Start”

This is part of Chipotle’s anti factory farming and organic/free range campaign.  The commercial employs wooden toys to tell a three-part story.  Small farm turned factory farm turned small farm again. Willie Nelson sings a cover of Coldplay’s “The Scientist” in the background.  Use the commercial as a perfect pairing for teaching The Jungle, Fast Food Nation and the 2011 AP Language & Composition prompt about locavores or teach it on its own.

Some guiding questions:

    1. Why children’s toys?
    2. What arguments are made over the course of the commercials?
    3. Why “The Scientist?”  Why are the lyrics important?  Why Willie Nelson and not Coldplay?
    4. What is the importance of the final phrase “cultivate a better world?”
    5. What is the significance of the title?
    6. Write your own essential big picture question.  You are so smart.  You can do it.

Samsung Galaxy S II Commercial- “The Next Big Thing”
This pits the iPhone (without ever mentioning its name) against the Samsung Galaxy.  The commercial itself is a caricature of Apple fanboys and girls.  Use this to discuss the role of technology and even the importance of the “it” cell phone in today’s culture.

Some guiding questions:

1.  Identify elements of satire/humor.
2.  How are Apple consumers characterized?
3.  In comparison, how are Samsung consumers characterized.
4.  What is the significance of the title?
5.  Write your own essential question.

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