0:00-0:06 As the ad begins the screen fades from black there are two hands on either end of the screen raised together facing one another holding glasses of wine. The video begins to play but as the hands begin to move their actually moving in slow motion. Which is done purposely to show every detail of what is occurring as theses glasses come closer to one another. All that is in the picture are the two hands giving the focus to just the background being white so all attention stays on what is happening in front of the viewer. It is not specified as to whether or not the hands belong to a male or female which I think was done purposely because that is not what is important in regard to the message the ad is portraying.
0:07-0:13 As the ad continues the glasses are raised towards one another as if to make a toast and clink their glasses. The hands then begin to move across the screen towards the other in an attempt to make contact. As soon as the glasses make impact with one another they completely shatter in the hands of the two individuals. As the glasses being to break in front of the us, the viewer we can see the glass begins to shatter first then as it continues to break you see the wine toss-up and begin to fall creating a huge mess. The hands then begin to separate as the glass and wine is still falling upon them all that’s left is the bottom handle of the wine glass.
0:14-0:22 Now the two hands holding the wine have gone away but now are returning with two mugs of beer attempting to raise their glasses together once again. As the video continues the hands brought into screen in the same fashion from either end of the screens moving towards each other in slow motion. This time as the mugs are brought into view you can clearly see a reference to college life and college drinking. The mugs clearly have a logo of a college “U STATE” written across both mugs. The mugs of beer make contact with one another once again they shatter. As the damage is done in slow motion you can see the shards of glass going in different directions and the beer following. The only thing left as the hands separate are the handles to the mugs leaving just as much of a mess if not more then the glasses of wine from the previous shot.
0:23-0:31 The hands holding the mugs of beer have left the frame now having two hands replaced them moving in from either end of the screen one again. They are now holding a glass cup of some sort of liquor and ice. The glasses again are moved towards one another in slow motion but just before the two glasses collide like they had once done before a hand comes up from the bottom right of the screen and interject the collision of the cups saving the two from breaking just as the glasses of wine or mugs of beer. Just as the remnants of the glass settle in the glass cup a sign reads “FRIENDS DON’T LET FRIENDS DRIVE DRUNK” and across the bottom reads “Ad Council U.S. Department of Transportation. The video then fades to a black screen.
This video was able to speak volumes even without the ability to hear what was being said. Each of the different shots were able to address a certain demographic in my opinion. When I think of wine what comes to mind is someone who is older or mature. When the ad used the reference of the beer mugs with the college logo that was able to portray the young adult or teen. And having them both have the same outcome of destruction shows that no matter the age or the type of alcohol it can be dangerous causing horrific events to occur. Its known amongst young adults that the common quote is “Oh, that will never happen to me” but this ad shows it actually can and will if your not careful. Its advises everyone to take the right precautions when drinking and showing like in the last frame stopping that final glass could be the difference of saving a friend from a horrible accident.
Rowan Counterintuitive 