Budweiser's "Lost Dog" Superbowl Commercial

The following is a Rhetorical analysis. Please write another essay on the same topic... You May use your own four sources.
Crafted as more than just a regular commercial, Budweiser's 2015 'Lost Dog' Superbowl ad plays out like a captivating short film. It smoothly blends images and emotions into a story that sticks with you. Against a backdrop of countryside scenes, a brave little puppy sets off on an adventurous journey, crossing fields, hills, and streets with one clear goal: reuniting with the famous Budweiser Clydesdale horses, admired for their strength and tradition. This heartwarming tale aired at a time when Superbowl commercials were becoming more than just ads; they were becoming an essential part of American culture. Budweiser, a well-known brewing company with roots tracing back to the 19th century, has always aimed to embody a sense of togetherness. For a long time, the Clydesdale horses have been a vital symbol of Budweiser's brand, representing strength and tradition handed down through generations. This ad honors Budweiser's history through the enduring symbolism embodied by the Clydesdale horses. It brings people together, creating a feeling of unity and shared memories. The use of color, music, and emotion in the "Lost Dog" commercial work together to deliver a powerful message that goes beyond just promoting a product, ultimately leaving a mark on viewers. According to Matthew P. McAllister, an expert in communication studies, Super Bowl commercials symbolize the growing acceptance and prevalence of advertising in society. McAllister delves into the discussions around Super Bowl advertising, examining the ones before the event, during the event, and after the event. He ultimately argues that the extensive attention and legitimacy given to Super Bowl advertising contribute to celebrating advertising as a beloved form of entertainment (McAllister Super Bowl advertising as commercial celebration). This perspective sheds light on the cultural importance of Budweiser's 'Lost Dog' ad and its impact on the American audience.
The 'Lost Dog' Superbowl ad effectively uses a mix of visuals and sound to provoke a strong emotional reaction and establish a deep connection with the audience. It does this by incorporating warm, earthy tones and sweeping shots of rural landscapes, creating a feeling of familiarity and comfort. The lively puppy, with its engaging expressions and determined stride, becomes a central focus, pulling the audience into its brave journey. This careful selection of imagery shows how the ad aims to tap into our shared feelings of nostalgia and our innate desire for connection and reunification. By using recognizable settings and an endearing character, the ad establishes an immediate emotional bond with viewers, preparing them for a compelling experience. The purposeful use of color and visuals takes the ad beyond a typical commercial, turning it into a deeply emotional journey. This showcases the ad's careful attention to detail and emphasizes its goal of leaving a lasting impression on viewers, cementing its significance in American culture. This thoughtful combination of visual elements not only highlights the ad's thoughtful construction but also underscores its objective of creating a memorable impact. Furthermore, Susan Fiske, a well-regarded psychologist and professor at Princeton University, has delved into the concept of emotional contagion. Her research suggests that people are highly responsive to emotional cues in media. The synchronized audio-visual elements, as demonstrated in the 'Lost Dog' ad, can notably heighten empathetic responses (Fiske Not your grandparents’ social cognition). In this context, the ad's meticulous coordination of visuals serves as a purposeful tool to trigger a profound emotional reaction from the audience.
The musical selection in Budweiser's 'Lost Dog' Superbowl ad plays a crucial role in amplifying the emotional impact of the narrative. Sidney Hecker, an esteemed authority in advertising and music, emphasizes in his article "Music for Advertising Effect" that music possesses a unique ability to intensify visuals, enhance messages, and stimulate the listener (Hecker Music for advertising effect). Hecker contends that music may be the single most stimulating component of advertising, a factor often overlooked by both diagnosticians and testers in the field. Hecker's assertion aligns seamlessly with the choice of "I'm Gonna Be (500 Miles)" by The Proclaimers in the Budweiser ad. This deliberate selection strategically elicits a profound sense of familiarity and nostalgia within the audience. Furthermore, Hecker's research bolsters this point, indicating that well-chosen music significantly influences emotional engagement. This evidence illuminates the meticulous craftsmanship underlying the ad's production and exemplifies Budweiser's dedication to every facet of storytelling. By seamlessly integrating music as an emotional conduit, the ad transcends the boundaries of conventional advertising, leaving an indelible mark on viewers and solidifying its status as a cultural touchstone.
Employing a multifaceted approach, the 'Lost Dog' Superbowl ad captivates its audience not only through visual and auditory elements, but also through its nuanced use of narrative structure. The storyline unfolds with precise pacing, allowing moments of tension and anticipation to build organically. This is evident as the puppy's journey is intercut with scenes of the Clydesdale horses, creating a parallel narrative that converges in a heartwarming climax. Dan Padgett and Douglas Allen, experts in service brand image and authors of "Communicating Experiences: A Narrative Approach to Creating Service Brand Image," assert that narrative thought is a predominant cognitive mode of comprehension used by consumers to interpret experience (Padgett and Allen Communicating experiences: A narrative approach to creating service brand image). They argue that narrative advertising should be particularly effective in communicating service experiences, as it aligns with consumers' natural inclination towards narrative comprehension. According to Padgett and Allen's research, narratives that employ parallel storylines with eventual convergence are particularly resonant, as they tap into the audience's innate desire for resolution and unity. In the 'Lost Dog' ad, this narrative strategy not only heightens emotional engagement but also reinforces the overarching theme of reunification, aligning seamlessly with Budweiser's emphasis on camaraderie and tradition. This deliberate narrative structure also enables the ad to unfold like a miniature epic, evoking a powerful emotional response from viewers. The careful interplay of moments of tension and release mirrors the emotional journey of the characters, mirroring the universal human experience of longing and eventual fulfillment. By skillfully blending visuals, sound, and narrative structure, the ad transcends its commercial purpose, leaving a lasting impression on viewers and solidifying its place as a cultural touchstone.
In the realm of advertising, Budweiser's 2015 'Lost Dog' Superbowl ad emerges as a powerful force, going beyond a regular commercial to become a touching cultural symbol. Through careful craftsmanship, it smoothly blends visuals, emotions, and music to create a narrative that deeply resonates with viewers. The journey of the brave puppy, set against sweeping rural scenes, not only tugs at our shared nostalgia but also symbolizes the enduring strength and tradition embodied by the Budweiser Clydesdale horses. This narrative, coupled with a carefully chosen musical score, invokes strong emotional responses, creating an experience that lingers long after viewing. Moreover, the ad's narrative structure, expertly intercutting moments of tension and release, masterfully converges the puppy's journey with that of the Clydesdales, ultimately culminating in a heartwarming climax. As Dan Padgett and Douglas Allen's research highlights, this parallel narrative technique strikes a chord with audiences, satisfying our innate desire for resolution and unity. In essence, the 'Lost Dog' ad transcends its role as a mere commercial, leaving an indelible mark on viewers and solidifying its status as a cultural symbol. It serves as a testament to the power of storytelling in advertising, underscoring the profound impact a well-crafted narrative can have in conveying a brand's ethos and evoking genuine emotional connections. In a world filled with advertisements, the 'Lost Dog' Superbowl ad stands as a compelling reminder of the potential for advertising to move beyond promotion, to touch hearts, and to leave a lasting legacy in American culture.