All New Cadillac XT5 - Commercial - ID# 379
South Elgin
Commercial
Entry Description
Commercial featuring the all new Cadillac XT5. Music licensed with Universal Production music. Alternate link if YouTube doesn't work: https://drive.google.com/file/d/1dDM4z4YzDb_J-x2HLrbmcpnlmW_8xQjB/view?usp=sharing
Copyright Info
Recent Teacher Comments
Judge 1
Positives:
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Judge 2
Positives: -Very well shot, the product looks awesome. -I really like the editing with the music. It's fun and slick.
Improvements: I'm taking points off in the STORY category. You did everything perfectly on the FILM side of making a commercial, but you need to think like a MARKETING person. I'm a little unclear WHY I should buy this product, and WHO this product is being marketed to. Every commercial should answer this question, very clearly: "Your life will be better if you buy our product because _____." WHY should I buy this product? Obviously this is a cool car, and you filmed it in a way that makes it look cool, classy, etc. However, it's missing a tiny little narrative or message. For example: Maybe you show the neighbor taking out their trash and they look up like "WOAH." Even just that 2 second shot can convey that people will be jealous because you are so cool and you are doing well financially because you have this awesome car. Or maybe you show the wife pull down her sunglasses and smile... That conveys "If you buy this car, women will think you are handsome and your wife will love you!" These are just examples, but it's missing a tiny little 3 second story. This goes with the above, WHO is this car being marketed to? If you show kids getting into the car with soccer gear, then it's marketed towards families (it's a safe ride for little Timmy!") If you show females staring at it, then it's marketed towards men who want to look rich and suave. If you drive the car to an oil spill and show the driver helping clean off a duck's feathers, then it's being marketed to the green / eco-friendly / environment crowd. Suggestion: Next time ask yourself WHO is the product being marketed to and WHY will our product make their life better?
Judge 3
Positives: I like that it was short an to the point, it made me feel excited to drive the car. The elements all supportive the narrative very well. The voice over sounded professional and was a nice surprise at the end!
Improvements: The car in the drive way could have been placed in a better spot in the frame. The house looked like the hero versus the car. The deep shadows also did not work in your favor. I'm no sure if it was time of day alone or color correction but if those could have been minimized to be less contrasty I think it would be even more exciting. well done!
Judge 4
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Judge 5
Positives: I think this is a really nice working, detail shot oriented commercial, which appeals to the senses. The minimal dialogue works. - The open on the exhaust mixed with the well-balanced starting SFX acts as a really nice visceral technique to draw the viewer in at the top of the spot. - The variety of CU shots of the wheel, the OTS of the driver, and the drone footage display a good range of POV shots which hold the viewers attention.
Improvements: - I think that for those who are already familiar with the brand and are "in the know" on new model releases, this would work well - but for a broad audience, it might be nice to move the end AVO "Introducing the..." to the opening of the spot, perhaps ending with another line of AVO to the effect of "enough said" which helps to anchor all the nice shots and SFX conceptually. - The music track: It can be tough to find the right music bed, but because this spot is light on dialogue and more vibey - I would push for something that sounds less like a stock music track and more something the creative likes, to inject personality and an edge.