Analysis of advert - Virgin

I am now going to analyse a broadband company - 'Virgin'. The advert begins with a mid shot of Usain Bolt, a famous runner. The background is out of focus which makes the audience immediately be drawn into him. The significance of using someone famous makes the advert more memorable and almost the face of a brand. Additionally, people who are a fan of him are more likely to be apart of the brand if he is. The diagetic sound of a male speaker; "This is Virgin Media's super fibre optic broadband" - 'introducing the name of the brand in the initial stages of the advert is significant because it helps the audience straight away know who the company are. 'Super' suggest that the broadband they're promoting will be up to a high standard. Moreover, the wide shot, introducing a new (unknown character), shows the size difference. The male speaker states; "and this is regular broadband, out of shape" - this creates humour in the advert, as the two actors are representing different broadband and it is evident Usain Bolt is stronger, fitter and more advanced, therefore metaphorically presenting the broadband to be better. The shot reverse shot to people; one boy on a bed, holding a tablet and looking scruffy, and then a couple who use Virgin broadband and look happy and pleasent. The wide shot between the boy and the couple, and between Usain Bolt and the unknown man difrentaites them and makes it clear to the audience that they are very different. The high key lighting throughout the scenes makes everything visible and clear. The wide shot of the two runners, getting ready to run connotes to the audience that the unknown man is unaware of how to run fast as he doesn't know any starting positions therefore creating humour again. The close up of Usain Bolt winking leads the audience to favour him, which makes them more interested into the brand. The wide shot of Usain running fast, and then very long after, the unknown man is running much slower - metaphorically suggesting that Virgin is very fast in comparison to other broadband. The speaker states that other broadband are 'four times slower' which makes the audience interested in the brand as it is very fast. The ending is a shot of Usian Bolt pointing to the logo further links him and the brand together. The logo is large on the page so that the audience can visually see what the brand looks like.

Therefore, I think this website is successful in luring the audience into the brand. Using a well known runner to metaphorically present the broadband for being fast and successful.