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Hook: Have you ever had one of those moments when you were like “Dang, I really wish I had caught that on camera.”? Maybe it was something really cool that you did, or something like your friend accidentally belly flopping off a boat.

Purpose/Thesis: With this commercial GoPro tries to show the versatility and exciting life that can be captured in fantastic quality with their Cameras.

Body I: GoPro shows that this camera is for truly everyone in a variety of ways.

First: They show the ease and durability of the camera throughout the video, specifically at the beginning the commercial or “recording” is started with the push of a single button.

Second: At the end of the commercial the camera is splashed, showing its durability which makes it less of a niche product. This durability is re-enforced throughout the entire commercial where the camera is seen in extreme situations, like skiers doing backflips off of jumps, but also with possibly the most destructive force on the planet, young children.

Third: The diversity of people seen using the GoPro is the most obvious example of how they are attempting to connect with a varied audience. The commercial quickly cuts through many different settings. There are quick cuts between snowboarders on a steep slope, a wildlife enthusiast with his bear, a mom sledding with her child, high school football players, and many other scenes. Because there is such a diversity of clips shown much of the audience sees themselves or someone who they would like to become in at least one of the clips.

Body II: Excitement and Clarity of their cameras.

First: Another important dimension of this commercial is the excitement that it creates. It is only a 30sec commercial, so it needs to be exciting to stick in the minds of people that see it. The first way it does this is through the music that is heard at the start. The song Blitzkrieg Bop starts off with a fast beat, and energetic shouting.

Second: The second way that this commercial creates excitement is through suspense near the start. A button is pressed, there is a beep, a light flashes, and then nothing happens for a fraction of a second. While this is a very fast pause, it subconsciously makes the viewer wonder what is coming.

Third: The last way that this commercial creates excitement is through the clips shown. While the clips reflect a broad audience, they also are purposely exciting clips that add more suspense to the commercial

Extra Dimension: There is an extra dimension to this commercial that makes it especially unique from other commercials. While other commercials tell you about their product and what it does, this commercial SHOWS you what their product does and creates. By filming the commercial on the camera that is being marketed it is easy for the viewer to see what the GoPro can create.

Effectiveness and Conclusion

Effectiveness: This commercial is very effective because it does make me excited every time I see it, it makes me want to go and do something like one of the activities seen. It effectively appeals to the audience, I’m sure some of you saw yourselves in at least one of the clips shown, and personally I always see myself in the snowboarding clip at the start.

Conclusion: So in the end while at first glance this seems like a random bunch of clips thrown together to showcase the camera, it actually is a very calculated ad. It excites the viewer, it sticks in their mind with the crazy clips and upbeat tone, it shows the viewer a piece of themselves in the video, and it shows the end product that you will get from their camera.