Automobile Commercials.

 Many say TV commercials have too much influence on our consuming behaviour and unconsciously affect our need. I guess that is an undeniable truth, but I see commercials as more than a message from corporations, their way of urging us to buy their product. For me, these are work of art, condensed into a minute with perfect combination of visual and sounds; often creating an universal atmosphere that every viewer can understand. It's full of inspirations and ideas, that are truly amazing. The followings are two recent automobile commercials that got my attention.

Chevrolet Equinox (2011)

 I first saw this commercial on TV and had to find it online to watch it again. What I find fascinating about this ad is its cinematography. I really like the back and forth between slow sequence photos and  fast-forwarded video, which makes the visual more dynamic (ex. Asian chef scene is the slow sequence photos and the couple mixing the salad is fast-forwarded video). Sunset time-lapse at 0:17 and street time-lapse at 0:29 are nice touch to make the commercial more active and full of colours. With the perfect song match (if anyone is wondering, it's called 'Animal' by 'Neon Tree'), the commercial shows great energy and liveness in general, to the audience.

Chrysler 200 (2011)

"Imported from Detroit." This commercial brings up an unique idea of making connection between the car and its city of origin. I believe no other automobile company (beside Porsche which is from Stuttgart) has  emphasized a such connection, so I find the idea very fresh. Beside the idea, this commercial is more of a strong message from Chrysler that its coming back from the bankruptcy with a new identity. I like how the dark and gloomy atmosphere is shown at first, (Detroit has one of the highest crime rate in the states and fastest urban decay rate) but suddenly change with a punch scene at 0:31, with a line with sense of determination "It's the hottest fire that make the hardest steel". The background guitar chords from 'Lose yourself' by Eminem puts more tension into the commercial and does good work on creating a serious mood. The highlight of the whole commercial is probably the scene of Eminem (also raised in Detroit) pointing directly at the camera at 1:43. With the strong and aggressive nuance, Chrysler corporation states, with Eminem's voice, "This is the motor city, and this is what we do". Something I never expected from an automobile commercial, and yet gives so powerful and effective.