Lurpak Lightest- Be Wonderful, Be Wise

For my Advertising Medium Brief, I have chosen the 'Lurpak Lightest Ad Be Wonderful, Be Wise' with voiceover my actor Rutger Haeur. I've done an anaylysis of it using semiotics.

In this ad we are taken through a spectrum of colours in surroundings (mis-en-scene) and in fruit and vegetable. I thought about what each colour might connate, yellow i think connates sunshine and happiness and I think green could also represent freshness. Orange i also see to connote freshness because I always think of fresh orange juice but also warmth and in this case homely foods that fill you up. Then the darker colours red and purple which in the case of this ad represent danger and panic.
    The first colour is green and the first shot takes a dramatic P.O.V with a pea coming into the shot from above in slow motion and splashing into the water dramatically with equally dramatic sound effects which almosts reminds me of a shot you might see in hollywood film. This i think is first in the message of fruit and veg doesnt have to be boring that they are trying to get across. I also get this when the word 'humdrum' is used and sweetcorn is tossed up in the air.
   The process of cooking fruit and veg is really exagerated through the shot styles and sound effects throughout this ad. The P.O.V throughout is made to feel like were actually cooking the food, (which i think is also exaggerated by the part where the masher is banged on the side of the pan and the camera turns with this action) and the colours are always kept really vibrant and fresh looking.
  Rutger Haeur always played quite violent character in each roles in played in films and I think this is mirrored in this ad. The chopping action is quite violent and his voiceover only exagerrates this. I also had to notice the change of hand colour through the different races and men to women seeing Lurpak trying to target a broad audience and not just the stereotypical view of women in the kitchen. In the next shot we are also shown a child who is watching his mother cut the onions and showing an interest- another meaning is connotated through this, Lurpak is getting children interested in healthy food but i don't think this is enough to consider children as an audience to this ad as it mainly features men and women with sharp knives and electrical kitchen equipment.Which is another thing i noticed about the ad, it features handheld blenders, blenders, stainless steel etc. which also brings with it the notion of bringing fruit and veg into the 21st century and really modernnises (or even bringing it into fashion) it also bringing with it the 'healthy food dosent have to be boring message'.
  I also choose a middle class audience for a reason which is for reasons signified throughout the ad. For example, the kitchen looks very clean and modern, and clutter is kept to a minimum, possibly housed by a stylish flat or family, also we see butter being taken out of the tub by a wooden spatuala which i find a bit of a 'posher' of a cooking tool, and also spreading butter on a rivita which I would consider more middle class.
   I think the ad also features violence in association to Rutger Haeur's background of characters in films. The crushing of garlic is quite violent and the splatter of food could be compared to the splatter of blood and guts and with the man cutting his finger this also connotes violence and mirrors Rutger Haeur's career.
  One of my favourite parts is the chopping of the red cabbage which i think is really visually interesting and artistic- again showing that healthy food can be interesting as well as tasty. I think what the whole ad is trying to say through different things is that healthy food is fresh (eyes in fish represents freshness) and fun to cook and quick to do ( in the way he shouts the word 'whipping' louder than everything else e.g i'll just whip something up'). But I also think there is a lot of violence is a very strong theme without and even the endline refers back to this 'Say Hello to new Lurpak Light' - 'Say hello to my little friend' from Scarface referring to a gun.