In another article (Here) we analysed the famous 1999 sci-fi movie by Wachowski brothers Matrix as a practical example of the Syd Field Paradigm. We have already said (Here) that it is a template of narrative structure born to write mainly screenplays. However, is has been said many times that this template, also called the three-act-model, can be used even to write other types of stories. This includes also those for commercials. As another practical example, below there is the analysis of the Coca-Cola commercial for the Super Bowl of 2016.
THE SUPER BOWL
For those who don’t know, the Super Bowl is the Championship finale of the National Football League. It’s one of the most important events of USA, followed by millions of people. During the event, selected artists sing the national anthem and perform. It is also the occasion for the big marks to promote their products and share previews. For this, they made specific commercials.
The Super Bowl of 2016 was the 50° edition of the sport event that took place on February 7th. It has been called the “Golden Super Bowl” for three reasons: it took place in California know as The Golden State; in the 49ers stadium, the football team with the name of the miners of the Golden Rush; and the 50° anniversary is also known as the “Golden Anniversary”.
COCA-COLA COMMERCIAL
At the 2016 Super Bowl, among the different commercials aired, there also was that made by Coca-Cola to promote its new product: the mini can of coke. The commercial was realized in collaboration with Marvel that in that year released the movie Captain America: Civil War.
Indeed, the protagonists of the commercial are two Marvel superheroes, Bruce Banner/Hulk and Scott Lang/Ant-Man, who fight for the last coke can.
COMMERCIAL ANALYSIS
FIRST ACT
The commercial opens with the view of a scientific laboratory, an overlay makes us know that it’s Doctor Banner’s laboratory. The laboratory fridge gets opened; a coke can moves. It’s Ant-Man who is stealing it. Here the reference is the fact that the can of coke is little like Ant-Man can be and that Scott Lang in his own movie gets arrested for stealing data from a business.
Doctor Banner enters in the lab, we can see only his shape behind the glass door and we can hear the sound of keys.
“Hey Bruce, you don’t mind if I just take this last coke, do you? Thanks! Bye!” says Ant-Man before jumping out of the window.
FIRST PLOT POINT AND FIRST PINCH
Banner notices the missing coke and this is the first plot point. Ant-Man falls on the sidewalk carrying the can over his head. We hear a loud scream of anger.
A furious Hulk jumps out of the window, destroying it, and falls on the sidewalk. This is the first pinch.
SECOND ACT
“Oh you do mind. Sorry! Kind of!” screams the little hero before running away. His escape from the green giant lasts for all the second act. He runs through the streets, dodging cars and people.
POINT OF NO RETURN
Hulk starts following him and this is the point of no return of the story.
SECOND PLOT POINT AND SECOND PINCH
Ant-Man runs over the little can making it rolling on the sidewalk. Then he notices a gutter where both he and the can can pass through. Unfortunately, on the other side he finds himself in a blind alley.
“Damn it! Not awesome!” he exclaims.
Hulk reaches him and traps in the alley. Now the little hero has to choose: being crash by the angry giant or gives him back the coke. This is the second plot point.
“Ok, ok, you’re so angry” he says before throwing the can to his avenger friend. But the green giant is to big and the can is to small, so he can’t open it. This is the second pinch.
THIRD ACT
Hulk tries to open the coke can but he fails, he screams angrily. “Calm down” Scott says before jumping on the can and opening it for him.
They share it and the commercial ends with the phrase ““Sometimes you just want a little Coca-Cola”.