Remember this ad from about a week ago? Well, with the holidays around the corner, and the Christmas commercials FINALLY being relevant to the times, I decided to look back on a commercial that had immediately caught my attention the first time I saw it. It features a(n obviously recorded) couple dancing and celebrating next to their car, which contains some Kmart bags. Their neighbors, (understandably) concerned, realizes that they're "giffing out" due to the great deals they got at Kmart.
I find this ad certainly very...interesting, to say the least. It definitely applies to the need to satisfy curiosity, most prominently evidenced by the girl who rides by on the bike at the end, saying, "What the...". It is the reaction most would have first seeing this commercial, and viewing a man doing a jig and a woman running happily around him. And repeating those same actions over and over again to emphasize how odd the situation really is. It is the reaction Kmart both expects and desires, as that is what gets us to pay attention to the commercial, and to which company is behind it.
I also believe that this ad does use the technique of Gestalt to create this need, as it deliberately replays the recording of the couple's dancing in a way that makes it seem odd and unique. This is a bit more effective than having the pair dance during the entirety of the ad, although that would make a lot more sense to my poor, confused brain.
But where I think this commercial fails in effectiveness is that although it certainly captures the audience's attention, and does make a point at getting its brand name out there by having the neighbors comment on the odd drama, as well as by the careful placement of Kmart bags, it doesn't necessarily mean that they will pay attention to what happens afterwards. In fact, the first video I found, that I have posted up above, only contains the first sixteen seconds. I wasn't able to understand why this ad was no longer active, until I found the full version (provided by the link) that showed me that this was meant simply to be a Black Friday (or in this case Black Thursday) advertisement.
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