This video seems to have taken off on the internet scene, but i have yet to see it on television. Basically the advert is recreating a scene from a video game (mostly related to Grand Theft Auto). The viewer is lead to believe that it is just a typical advert for any game of this type. Cleverly it is made to look like a police chase, especially with reckless driving and police sirens in the background. However, the character is just racing to grab a coke. The usual use of tire squeal and the odd scream from innocent by-stander also adds to the effect. Once the character has grabbed a coke, the plot changes. He grabs a guy out of a car and you would expect him to steel the car, but he gives the driver a coke. From then on a series of activities related to theft and anti social behaviour are resolved by the original character which is a opposite representation of what is meant to happen in this type of game. The phrase 'give a little love' is used, to emphasis the love of coke. The advert is very funny because the viewer doesn’t expect the actual outcome.
Relating to architectures of time. The advert takes the architecture of a typical game and uses that to create a totally different and interesting concept. With the time aspect of the advert, the advert will only be funny at this point in gaming history. This type of gaming is all the rage now so the viewers can relate to these types of games, such as GTA. In the future or in the past, the advert would have to be placed with the type of games of its time to have the same effect has it does now a days.
posted by Martin Crosbie @ 10/15/2006
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