The greatest commercial of all time.
2. Apple – «1984» (1984)
- Denotation: The ad is set in a dystopian, grey future, filled with apathetic, uniformed people. They are marching in unison, listening to a figure on a giant screen—Big Brother. A single, colorful female athlete with a hammer runs into the room and throws the hammer at the screen, shattering it and liberating the crowd. The screen goes blank, and a text message appears.
- Connotation: The ad’s connotation is a direct reference to George Orwell’s novel Nineteen Eighty-Four. «Big Brother» represents the conformity and dominance of IBM (Apple’s main competitor at the time). The female athlete, representing Apple, is the hero and the revolutionary. The ad links the brand with freedom, rebellion, creativity, and breaking away from the status quo. It’s about being an individual and not a faceless cog in a machine.
- Linguistic Message: The ad ends with the message, «On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.» This is a clever and direct linguistic link to the Orwellian theme. The language positions Apple not just as a product, but as a cultural force that will change the world for the better and prevent a future of technological oppression.Énfasis en la pantalla a color (1977):
- Cuando Apple lanzó la Apple II, fue una de las primeras computadoras en mostrar gráficos en color. El logo con franjas multicolor destacaba esa capacidad, que en su momento era una gran innovación.
- Asociación con juventud y creatividad:
- Los colores vivos transmitían frescura, innovación y cercanía con la gente joven y creativa, diferenciándose del aspecto serio y corporativo de otras marcas de computadoras (como IBM).
- El orden de los colores:
- Aunque parece un arcoíris, no es exactamente igual al natural. Los colores están organizados de forma estética y práctica dentro de la silueta de la manzana.
- Diseño de Rob Janoff:
- El diseñador del logo, Rob Janoff, explicó que eligió las franjas de colores principalmente para dar una sensación amistosa y accesible, y también porque Steve Jobs quería resaltar la capacidad de Apple de trabajar con gráficos a color.
3. Old Spice – «The Man Your Man Could Smell Like» (2010)
- Denotation: The ad features a confident, charismatic man (Isaiah Mustafa) in a towel. He speaks directly to the camera, addressing a female audience. He moves seamlessly and impossibly through various settings—a bathroom, a boat, a horse—all in a single, continuous shot. Objects and props change instantly in his hands (e.g., a bottle of body wash turns into diamonds).
- Connotation: The ad uses humor, absurdity, and a surreal style to subvert traditional male advertising. The hyper-masculine, «perfect» man is presented in a self-aware, almost satirical way. The ad connotes wit, modernity, and a playful attitude. The message is that Old Spice isn’t just for older men; it’s a brand that is cool, funny, and attractive to a younger, more knowing audience. It links the product to a desirable, yet comically unattainable, level of sophistication and charm.
- Linguistic Message: The most iconic lines are «Hello, ladies» and «Look at your man, now back to me.» The language is direct, confident, and humorous. It creates a sense of engagement with the viewer. The phrase «The man your man could smell like» is a clever rhetorical device, making the woman imagine her partner’s potential transformation and, by extension, encouraging the purchase of the product. The speed and rhythm of the speech add to the comedic and energetic tone.
«Dumb Ways to Die» Commercial – La Campaña más premiada de la historia de Cannes – Metro Trains
1. Denotation (what is literally seen and heard)
- Animation of cute, rounded, colorful characters (kawaii style).
- Each character dies in a silly or absurd way (e.g., sticking a fork in a socket, eating poisonous mushrooms, setting oneself on fire).
- A cheerful, catchy, childlike song plays in the background.
- Closing text: “Be safe around trains” along with the Metro Trains Melbourne logo.
2. Connotation (implied meanings, values, associations)
- The contrast between cuteness/childlike tone and violent deaths creates dark humor → this grabs attention on a subject (rail safety) usually ignored.
- The catchy jingle works as a mnemonic device: easy to remember and sing along.
- The absurd deaths connote that dying carelessly around trains is just as “dumb” as the cartoonish deaths shown.
- The cute animation softens the topic of death, making it viral and shareable, instead of shocking or fear-based.
- The lighthearted tone connotes positive prevention, appealing to individual responsibility without lecturing.
3. Linguistic message
- Title: “Dumb Ways to Die” → sets the semantic frame: “foolish deaths.”
- Song lyrics: list absurd ways to die, climaxing with the message that “the dumbest way to die is being careless near trains.”
- Final slogan: “Be safe around trains” → clear, concise, imperative call to action.
- Function of language: anchors the meaning of the images. Without the textual close, the animation could be seen as just a comedy sketch—but the words direct interpretation toward rail safety.
✅ Summary:
- Denotation: animated characters die in absurd ways while a cheerful song plays.
- Connotation: humor, cuteness, and absurdity emphasize that unsafe behavior around trains is a “dumb death,” making the message memorable and shareable.
- Linguistic message: the title, lyrics, and final slogan guide the audience toward the intended meaning → preventing train accidents.
