1. 4^A A.S. 2012/2013 Ilaria Prandi

2. VODAFONE +250

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

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

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. 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.

11. SITOGRAPHY http://tgcannes.advexpress.it/(0ly3am55rlwyedvih1mc na45)/media.aspx?id=a412b6d9fdaa4bc7ae3029626573 2f5e http://tgcannes.advexpress.it/(0ly3am55rlwyedvih1mc na45)/media.aspx?id=a412b6d9fdaa4bc7ae3029626573 2f5e http://www.pausacaffe.net/canzone-nuova- pubblicita-vodafone-relax-con-orso-bruno-musica-e- video# http://www.pausacaffe.net/canzone-nuova- pubblicita-vodafone-relax-con-orso-bruno-musica-e- video# lab.vodafone.it › Mondo Vodafone › Prodotti & ServiziMondo VodafoneProdotti & Servizi