4^A A.S. 2012/2013 Ilaria Prandi

VODAFONE +250

THESIS Why to switch to Vodafone OBJECTIVE To persuade the audience to switch to Vodafone To promote the new offer

HOW DO THEY DO THAT? Scene Main character Setting / Images Language Music

SCENE The bear Bruno goes ice-skating with his friends and performs in extraordinary choreographies. His friends are amazed, vote him and the score number is the same promoted by the offer. A speaker explains the main points of the offer, which regards communication, text messaging and surfing the net.

MAIN CHARACTER Why to use the bear Bruno? There have never been a bear in a communication advertisement before -> unexpected -> it sticks in the mind A bear is lazy, introverted and solitary -> thanks to Vodafone he becomes sociable, extroverted, active, with lots of friends -> he has an upgrade thanks to the offers -> Vodafone assures its clients a personal progress He embodies the values of Vodafone group: deep feeling of community, modern, playful, innovative.

SETTING / IMAGES Skating rink, Christmas decorations -> Christmas period and broadcast in December -> actual, the listener feels the scene familiar and near his reality; Large use of WHITE and RED colours -> continuous reference to the brand; The bear performs in a surprising choreography -> as surprising as the offer; Other characters (Bruno’s friends) are common people -> advertisement addressed to everyone.

LANGUAGE Diego Abatantuono’s voice is Bruno’s voice -> he is a famous Italian actor -> known and near to all people; He has a Milanese accent -> Milan is the capital of fashion -> if you switch to Vodafone you become cool; He uses rhyming words (“Marron glacé” – “Saint honoré”) -> they catch the attention; Modification of a verse of a famous Italian song -> “Trottolino peloso” instead of “Trottolino amoroso” -> known by all Italians -> it calls attention.

MUSIC “Little talks” by Of Monsters and Men Recent famous song, reached the 2 nd place in the Italian rank -> known by Italians -> creates a familiar setting; The title is “Little Talks” and recalls the communication brand.

WHAT MAKES IT ITALIAN? The setting is Piazza del Popolo in Ascoli Piceno; Using an Italian actor’s voice; Using a Milanese accent; Making references to an Italian song.

SITOGRAPHY na45)/media.aspx?id=a412b6d9fdaa4bc7ae f5e na45)/media.aspx?id=a412b6d9fdaa4bc7ae f5e pubblicita-vodafone-relax-con-orso-bruno-musica-e- video# pubblicita-vodafone-relax-con-orso-bruno-musica-e- video# lab.vodafone.it › Mondo Vodafone › Prodotti & ServiziMondo VodafoneProdotti & Servizi