Analysis of the Vodafone November 2012 spot

Veronica Lepre 4^ A

What does it promote? New Vodafone tariff plan:

250 messages and 250 minutes of call for 9,90 € per month

2 months of free Internet connection from your mobile phone

Addressee: everybody Mascot: Bruno, a brown bear Objective: to attract new customers to

Vodafone

What does it represent?

Bruno skates on ice and performs acrobatic exercises

Around him there are some amazed people

He asks for his mark: it is 250 Thanks to Vodafone, his mark is doubled

Message

Characterization: Bruno

Bruno’s characteristics

Corresponding values

-The characteristics derive from Vodafone’s help

-Vodafone helps Bruno double his mark = be successful

Relaxed Tranquility

Pleasant and sociable Friends

He always draws the attention on himself

Reputation

Always a step ahead of the others

Success

VodafoneIt recalls the magic and indispensable tool used in fairy tales to overcome the enemies

Characterization: BrunoWhy did the spot star a bear?

Bruno is animated through computerized graphics

Further surprise in the audience

Setting

Ice skating rink staged in Piazza del popolo in Ascoli Piceno

•It symbolizes Christmas•It recalls bears’ natural

environment

•Location previously used for other spots (Fiat, Telecom)•Renaissance square, which recalls a period of

splendor•It gives the impression of a hall and conveys a

sense of security and familiarity

Music Music is absent in the first part of the spot.

To draw the listeners’ attention to Bruno’s performance and increase the effect of surprise

In the final part, when the offer is described, the song “Little talks” by “of Monsters and men” is played. To appeal to the listeners’ irrationality

Language Repetition of words related to the

verb “sorprendere” Sorpresi … offerta che ti sorprende …

Sorprendente Alliteration of the sound “s”

Spregiudicato, solo, sorpresi …

Wordplays and neologisms

To make people remember the offer

To entertain the audience

What makes the spot peculiarly Italian?

What makes the spot Italian Corresponding Italian characteristics

The reference to sports Italy gives a great importance to sport

The setting Piazza del Popolo in Ascoli Piceno is one of the symbols of the Italian Renaissance

The dubbing Bruno’s dubbing is made by a famous Italian actor