Purpose
The Starbucks ad featuring Michael Buble is very clearly selling
Frappuccino, but it is not just a cold glass of coffee you will get with this
product. The reality this commercial is
pushing is one of success, education, and dare I say romance all squeezed into
a brief “me time” moment of daydreaming.
Audience
The advertisers reach out to middle class Americans, those who are
successful, educated, trendy, and even a bit “geek chic”. As the main character is a mid to late
twenties women being serenated by a very popular crooner, Michael Buble, one
can argue that women are the main target.
The camera focuses on the woman, but at times you fill her shoes by
taking her perspective. Oooh, could this be me! But as soon as you start to
connect you are put back in place as an onlooker.
Representation
All characters appear to be successful, middle class, urban, and
trendy. The main character is Caucasian,
as are most of the people within the video.
Any hint of diversity is quickly replaced by the singer within the first
few seconds. The main character is
educated and hard working obviously, because she wears glasses and has a pencil
tucked carelessly (I’m sure painstakingly placed to appear that way) in her bun.
This also gives an appearance of being shy
and awkward especially when coupled with her nervousness at the beginning of
the serenade. But do not fear, she
quickly gets over her reluctance. Could
the sweet caffeine be washing in? Michael
Buble fills many characters during this video, including gracing the cover of Entertainment magazine and even a window
washer. Hmmm, does that mean that by
drinking a Frappuccino you can get any man’s attention or is it that you can
change the people around you in a split second to someone you would prefer to
see? Other than Michael Buble and the
characters he quickly replaces, everyone else seems slightly above
average. This may be done to make the product
appeal to more people as no one really stands out. While reaching out to the vague stereotype of
middle class America, this commercial fails to represent minorities, working
class, and heterosexual men. Also, though this is a coffee commercial, the woman
consuming (she takes one sip!) seems vaguely interested in the beverage itself
and more interested in the attention she is getting from Buble, so it would
seem even the drink itself has been left out. But then again the premise is, “me time” and
wouldn’t you leave your cold coffee out of your daydream?
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Design
I think one of the important design decisions made was the set. The office building is Romanesque, white, and
classical. The furniture is mod, bright
oranges and reds. She is pale while he
is fiery or is it the other way around? Another juxtaposition that was
important to the overall design is the modern singer crooning a classic Sinatra
song. With the set and music combined
one wonders if they are trying to tell us that Starbucks is a modern classic. All of these opposites and similarities lead
to achieving a wider audience and future consumer base. Modern, vintage, classic, bland, spunky all
can find something to enjoy in this commercial and thus in a Frappuccino. Buble plays many characters that keep popping
up in different locations which shows various technological skills being used
and this design could appeal to techies or at least shows how hip Starbucks is. Advertising a Frappuccino in the style of a television commercial is also the best way to spread the product to as many people as possible since so many Americans watch television and I would guess based on the target audience that it would primarily play in between shows that are geared for women during prime time viewing hours: Grey's Anatomy, Revenge, etc.
While the location is an upscale, city office
building, it is ambiguous and at first glance I thought she was moving from
home, to work, to a hotel. Are they
insinuating Frappuccinos are good anywhere? But it does become obvious that she
is in a work place, the perfect environment for not only a quick caffeine
boost, but also for the “me time” she has worked so hard for (don’t forget the
pencil!).
So whether you need a quick break from a hard days work or for a
glorious man (the comments on YouTube suggest that he is to die for!) to
finally notice how amazing you truly are, reach for a Frappuccino. I have no idea if they are scrumptious, but
it seems that after you take that first sip, you will be too distracted to
care. Just remember the effects wear off
within a few minutes and you will need to consume more to see Buble again!
Starbucks Buble Commercial
