0:01-0:04: A gray car is in the middle of the screen and serves as the focal point of the shot. This could mean that the car is the main idea of the ad. The car is in seemingly perfect condition and appears to be a new car. From the right, a man and a woman can be seen walking towards the car. We can assume that the car belongs to the man and the couple is getting ready to get inside. They have their arms around each other indicating intimacy. They may be a preexisting couple or they have just met in the building behind them that they are coming from. There is a line of people outside of the building and what looks like a bouncer so it can be inferred that the building is a club or a bar. The building is old and run down so it is not a very high-end place. The couple is stumbling only slightly so they may have been drinking.
0:05-0:07: The couple stops in front of the gray car in the center of the screen. They are both nicely dressed which means they could be trying to impress each other. This could be their first date. The man is wearing sunglasses, even though its night time, and a leather jacket with a collared shirt under it. The woman is nicely dressed as well in a blazer, jeans, and heels. It seems as though they both highly value their appearance. They are smiling at each other and leaning against the car, indicating that they had a good night and are both mutually interested in each other. Cars drive by behind them.
0:08-0:09: In this shot, the couple is no longer focused on each other. At this point they both look directly at the camera and the shot quickly focuses right on the man’s face. Who is the man looking at? He is no longer lovingly smiling. Could someone be starting a fight with him? His grin quickly fades into a more concerned look as if he had just heard bad news.
0:10-0:11- The man’s sunglasses vanish off of his face. The camera then zooms back out so both members of the couple are visible. The man is looking at the woman with a confused look on his face. He looks to the ground to see if his glasses have fallen. The woman is no longer touching the man. She moves her arms away from him and closes her hands together, indicating a loss of interest. She also has a confused look on her face. Cars continue to drive by behind them and the line at the building continues to move, indicating the passage of time.
0:12-0:13: The camera zooms in again, this time on the man’s hand. He was wearing an elegant looking watch, and the watch vanishes. The man looks at his hand, realizes the watch is missing, takes a deep breath, and looks off into the distance. Are his possessions being stolen? Does he know why this is happening? The loss of his possessions seems to be affecting the man greatly. He now appears uncomfortable without his extravagant accessories.
0:14: The shot zooms back out on both members of the couple still leaning on the car. This time the couple is not lovingly touching and smiling at each other. They are simply standing there, the man with a confused look and the woman with an apathetic look. There is no one standing with them at the car and there is no trace of the man’s missing belongings.
0:15- 0:16: The camera zooms into the man’s nice jacket pocket. The pocket features one black button with red stitching. The stitching unravels itself, and the button falls down the man’s body and down his leg. This indicates that his possessions are not being stolen by a person, but rather his wealth is being taken away.
0:17: The camera follows the button’s path and it stops on the street right by the man’s feet. In the shot, the camera is focused on the man’s black dress shoes and black pants.
0:18: Still focused on the man’s feet, the man’s attire suddenly changes from nice shoes and pants to flip flops and destructed light blue jeans. This new look indicates a loss of wealth.
0:19: The camera pans up so now we can see the top half of both the man and the woman. It is revealed that the man is no longer wearing his nice jacket and collared shirt, he is now only wearing a white tank. The woman is still wearing all of her nice clothing. She has not lost anything. The man is looking down at himself. The look could mean that he is confused and/or shamed by his new appearance. The woman is glaring at him. This could mean she is shocked or disgusted that she chose to leave the bar with a guy dressed like this. She is not looking him in the face but only at his ragged clothing. This could mean that the woman’s decision to leave the bar with the man was heavily influenced by his outward appearance. Now that he has lost that, she is beginning to question her desire to be with him.
0:20: There is now a close up shot on the woman’s face. She is looking at the man with her eyebrows down and a concerned look on her face. She even rolls her eyes as if she is embarrassed to be with him. When the man looks up to meet her gaze, she looks away and recoils. Without his possessions to hide behind, the man appears vulnerable and seems to have lost all of his confidence.
0:21: The camera zooms all the way out onto the couple and the car again. The woman stands with her hand on her hip and looks as if she’s judging his looks. Cars continue to drive by behind them.
0:22: The woman turns and looks at the gray car and suddenly she vanishes. This could mean that the car played a big role in the man’s current situation. The man stands there, looking down in shame, at himself. He is now all alone besides the line that still is outside of the bar.
0:23-0:24: The car disappears. The people waiting in line and the bouncer at the building behind him disappear. The lights in the building turn off and all of the doors close.The man stands in the street alone in his cheaper looking clothing. There are no cars driving by anymore. This means that this whole situation has occurred over a longer period of time and not just within seconds.
0:25- The man looks back at the building and realizes that everyone is gone. Then, the camera zooms in on his face. His mouth is open and his facial features indicate sadness, shock, and confusion.
0:26-0:30: Words pop up on the screen: “Buzzed, Busted, Broke. Buzzed driving is drunk driving.” These words reveal that this couple was drinking inside the club and the man was about to drive buzzed. The ad shows the consequences of buzzed driving before they even got in the car. The man, busted for buzzed driving, would lose his wealth and his lavish appearance either from fines or paying for damages if there was an accident. He would lose his car, either through a car accident or through losing his license. He would lose the woman, either because they could get in a deadly accident or she wouldn’t want to be with someone who is broke and carless. The ad seems to be aimed at the type of people who value possessions over even their safety. In this case, the man valued impressing the girl with his lavish car and clothing over getting them home safely. In the end, he ended up losing everything.
Works Cited
How Much Would You Like to Lose? Buzzed Driving Prevention. Ad Council, 08 Nov. 2013. Web. Sept. 2016.
Rowan Counterintuitive 