Advert Analysis - Heinz Ketchup

 

Heinz is is an American food processing company. 

This commercial advertises one of their most famous product, Tomato Ketchup. In this commercial, they featured a famous singer-songwriter, Ed Sheeran, who is known as a longtime superfan of Heinz Ketchup.

- Ed's Heinz Ad -

MEDIA LANGUAGE.

This advertisement tells the story of Ed Sheeran, who is well known by the public as a superfan of Heinz Ketchup, personally sending Heinz a DM about his idea for a Heinz Ketchup advertisement. In the intro, they added a text saying "BASED ON A REAL DM FROM Ed Sheeran" to give credit and tell the viewers that it's Ed Sheeran's idea. For the audio they used Ed Sheeran's narration that tells us about his idea of the advert based on his casual DM to Heinz. The advertisement shows Ed Sheeran's imagination about the advert. Stop motion of items appearing is included as Ed Sheeran is narrating. This whole advert is in Ed Sheeran's point of view and imagination so every character are talking in Ed Sheeran's voice (voice over). 

REPRESENTATION.

This advert is shot in a very posh restaurant with chandeliers, formally dressed waiters, classical music and food with very small portion. Ed bringing Heinz ketchup which is considered affordable and economical may be relatable for many people since anyone can afford it. Ed eating the ketchup along with an expensive dish is suggesting that Heinz ketchup can be eaten with anything and in any occasion to their customers, improving their brand identity.

AUDIENCE.

Ed Sheeran is a very famous singer-songwriter in the music industry. This advertisement may attract Ed Sheeran's fandom, Sheerios or other people that enjoy listening to his song, this also shows that Heinz is targeting teenagers to young adults seeing from Ed Sheeran's target audience. 

INDUSTRY.

Ed Sheeran pulled out a bottle of Heinz Ketchup from his bag along with the dialogues "You know the food looked good I just thought there was something missing" and "I take the only thing that can complete me" which shows that Heinz Ketchup is something special and something that he can't live without. The scene was followed with a surprised reaction of people (and animal) around him and a slow motion of Ed pouring the sauce to make it more dramatic and to add suspense. The reaction of the waiter was filmed in slow motion and with the camera zooming in to focus more on his reaction. These reactions shows that Heinz Ketchup is stereotypically not suitable in posh restaurants and how Ed Sheeran breaks the stereotype.