Agfa Film analyzation

The Danish advertisement illustrates a reciprocative yet humorous approach to sell an underwater camera.

The advertisement features a guy who searched for his swimming attire which is held by three girls and in turn he uses an underwater camera to snap pictures of the girls underwater to keep as memories.

The approach changes the angles of focus close to every five seconds each. At the fifth second, the featured male appears with a greeting to the girls followed by the camera angle capturing the stunned look on the male character upon hearing the laughter by the girls at the ten second mark continued with the introduction of new characters and at the stroke of thirteen seconds, the ad pulls the crowd with an attractive subject and draws the pressure on the male lead with a close up and ends off with generic photo snapping sounds.

An overlook on the strategy of this ad subjects to the unique selling preposition (USP) of the underwater camera as compared to other underwater camera ad for example, Olympus Mju 790SW, a locally filmed TVC which undertakes a literal approach in application of the product. My point is based on the unorthodox approach of sexual humour which attracts the audience given that sexual humour is universal and pulls an emotion out of everyone be it a positive review or negative.





Personally, I believe that the ad uses an approach of the girls bullying a geek as a joke but turns the tide as the joke is now on the girls. The ad does not emphasize on the usage of colour, contrast in visuals, inner meanings or even a giant slab of text, but, it uses a direct take of turning the tide.

Conclusively, I am positive of the effectiveness of this ad eventhough i learnt that it was banned for broadcast due to simple reasons. Firstly, it uses consistently timed humour to tie down audience, secondly, the rise in the pressure by using close-ups of the male character provides the excitement and lastly the outcome of the whole ad that is surprising and unexpected.