Commercials Research Blog

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 I plan on doing an advertisement for Aldo, a shoe company. I regularly wear a pair of their dress boots to school, which I have repurposed as makeshift combat boots. ALDO has a line of commercials which start with "Step Into" subjects like "love", "savvy", "confidence", and "adventure". These commercials each showcase a different style of shoe with ads like "Step Into Savvy" being boot-heavy and "Step Into Adventure" being more running shoe-dominated. Mine would be similar to "step into Savvy", being that I'm advertising my own pair of Aldo boots. In the commercial, the costumes vary in terms of specifics but remain generally the same. The outfits are all a little more on the artsy side with pieces like cropped, tight-fitting pants, thick cuffs, earth-toned coats, and lots of creative matching. The commercials are rather devoid of props, with the shoes and outfits being majority of the props. The occasional phone/camera or handbag serves as a prop in these commercials. The actors' appearances are all on the slimmer side, and they're all younger than I'd guess 35. The commercial's scoring are all upbeat, but the genre changes from commercial to commercial. "Step Into Love" has a more Electronic and 808-heavy score, whereas "Step Into Savvy" has a more rock-sounding score. These commercials all feature interesting angles. IN "Savvy", the camera often follows the footsteps in a motion that makes it look like its on the wearer's shoe. They focus a lot on aerial view, closeup shots of the shoes. Additionally, "savvy" features a really cool section where it moves in stop-motion from a first person pov. Every one of the commercials in the "Step INto" series contains a tracking shot where the camera smoothly pans either beside or directly behind the wearer.



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