The intended audience for this Gatorade commercial is athletes who need additional help before, after, or during sports and or athletic events.
Message:
The message that Gatorade is trying to get across is that if you use our products, you too could be as good as the player in this commercial. The reason this commercial was created was that Gatorade needed to advertise their new line of G series product; "Prime.Perform.Recover". This message addresses the social trend of everyone using Gatorade byproducts even-though they do not take part in athletic activities. The purpose for this massage's origination is to solve the problem of a decrease in sales while providing the public with beneficial products.
Interrelation of Traits:
Gatorade is working this commercial around the theme of "we help you work harder", while at the same time focusing on creating a profit. The director is trying to sell more of Gatorade's products by showing how it can boost your performance, and the viewer is then captivated as a result. The message shows Durante as a hard-worker and creates a connection with the target audience who see themselves as hard-workers. This connection makes both the producer and consumer happy because they are both getting what they want.
Ethos, Pathos, & Logos:
This Commercial mostly employs ethos and pathos. The main character of this commercial is Kevin Durant, a widely known basketball player who is paid to perform on the court. He is depicted consuming Gatorade products, which then causes the viewer to automatically assume that if he trusts Gatorade's to help him perform well during and after basketball games, it can help them as well. As we watch Durant make his way down the court we begin to feel as if nothing is capable of stopping him, but his shot is then blocked Dwyane Wade and as a result we feel the shock he is experiencing. The viewer is then caught by surprise; what we though was reality was actually a dream.
Evidence:
The director of this commercial gives the viewer control in order to paint a picture in our minds without using words. The director's lack of words allows the reader more room for interpreting the commercial in order to receive a broader message: "If you buy this, you can do this". Since nothing is actually said during the commercial the viewer has to deduct the actual meaning by establishing connections with prior background knowledge.
Spin:
The way the Director of this commercial sells the message or makes the viewer care is by approaching the whole project from a different point of view. Instead of a normal commercial, he employs the theme of inception; a dream within a dream, where both Kevin Durante and Dwyane Wade share a similar dream. The commercial causes the viewer to believe that they are aware of what's to come but then a unexpected misdirection is thrown in at the ending, thus supporting Gatorade's message of winning from within.