The Most Expensive TV Advertising Campaigns - Case Study Example

Storytelling Name Course Tutor Institution Date Introduction Companies make use of print ads as well as commercials to advertise and tell stories about themselves. Ferrari is an Italian sport car manufacturer and it is based in Maranelloi. The company was founded back in1939 by Enzo Ferrari and it built the first car in 1940. The initiation of the company as a major auto manufacturer occurred in 1947 when they made their first Ferrari badge car. The company uses the symbol of a prancing horse as shown below In the year 2014, Ferrari was rated as being the globes most powerful brand and in 2012 it was had the most expensive car in history which was the 1962 Ferrari 250 GTO which was sold at a cost o US$38.1 million. Over history, the company is well known for their participation in racing and more so in Formula 1 where it is termed as the most successful racing team. At the same time it holds the most constructors championships and over the time that it as participated in racing they have the highest number of the drivers who have won. Thus, their cars are mainly viewed as symbols of luxury, speed and wealth (). This paper sets out to review stories of print ads and commercials of Ferrari that have been told over multiple media platforms over time. Core story Ferraris core story is based on the notion of coming up with unique creations that will fuel the Prancing Horse legend at the same time generate a world full of emotions and dreams (Ferrari Official Website 2017). Discussion Ferrari have for a long period of time like other companies engaged in adverts aimed at telling stories about their company and the products they offer to their customers. These have for the longest period assisted them in increasing their sales over the years by retaining the already existing customers while at the same time attracting others. Ferrari-Shell This video features the classic Ferrari racing on the public roads. The F1 fans will be happy since they will be offered with a great opportunity to enjoy and just hear the awesome sounds produced by the engines and this is based on the fact that there is no music in the video (Bellingham 2010). By making use of the video, the advert is made more memorable and it helps the consumers when it comes to making a decisions. This is idea can be supported by the notion that they may want to have an experience like the one they viewed and thus make a decision into purchasing or trying out the car model. This advert have in a way reflected the core story that the company aims to spread among various people all over the globe in that the car model is a very unique creation and thus in a way it fuels the Prancing Horse legend at the same time generate a world full of emotions and dreams. The dreams created are the ones that are likely to inspire people into purchasing the car over time, make it a core objective, and put measures in place to achieve their dreams. This story has made use of the elements of a story since it is simple and creates emotions. Ferrari (2007): $4.5 Million This advert was created to mark the 60th anniversary of Ferrari (Mallory 2014). The Ferrari on the video makes a tour all over the globe. This advert can be viewed as a shared advert between shell and Ferrari. This advert further pursue the story telling aspect and also develops the way in which Ferrari is a unique product and how far they have come from as company. Based on my review the company and its advertisers have made use the elements of storytelling learned in class in that it offers credible information of the path they have travelled for the years they have been in existence. It also shows us of the factors that have contributed to their success over the years to be among the most valuable brands over the globe. The advert also made unexpected turn by involving two brands and based on the cost they used up when undertaking the advert. This situation is rarely experienced in the industry since most companies prefer to undertake their promotions and adverts individually (Mallory 2014). 2014 Ferrari LaFerrari-Official promo video This advert shows an advert of a car model termed as LaFerrari and it was seen as a clear expression of what define the company that is there excellence when evaluated in terms of the technological innovation, visionary styling, performance as well as the sheer thrill of the driving experience. The story relied is very simple and credible since it shows how the cars have evolved over time. The promotional video shows how Ferrari represents an opportunity, which they can make, use in future by making use of technological solutions. A major aspect of significance is the likely introduction of hybrid system and this has in a way exalted the fundamental values that guide Ferrari (CarShowHD 2013). Ferraro 458 Speciale-promo This promotion was done with the aim of featuring the Ferrari 458 Speciale that has a weight of 1,290kg and run on a speed of 0-100km/h in about three seconds. This advert have can be said to simple in the manner in which it has been presented to the audiences simple and presents the users with unexpected performance. The video proves and supports in the telling of the story of how Ferrari is unique as compared to others cars. This is evident in that the new car model comes along rear and front moveable aerodynamic flaps that have the possibility of adapting so as to reduce the drag and at the same time balance the down force as necessary. (Motor1 2013). This will offer the users with an opportunity to make decisions of whether they can purchase the car based on the attributes. The BEST Ferrari V12 Engine Sounds EVER! In the video, the views customers and the prospective ones are likely to learn and hear a lot about the Ferrari V12 engines (Cvdzijden 2016). The story can be said to be in a way linked to the core story of Ferrari in terms of uniqueness. Through the video the users can hear a wide range of sounds and thus from that make clear decisions of which sound they prefer. While some people prefer quite sound there are those who are usually fantasized by brutal and high sounds and would always prefer such cars. This group includes the young people. The presentation made in the video is very simple for people to understand and through this it in a way fulfill one of the core elements of storytelling. LaFerrari Review - Top Gear - Series 22 - BBC The video shows as person taking a spin in the LaFerrari and based on the video it seem to be a very exacting experience and it is very fast car which Ferrari has ever made (Top Gear Dec 24 2015). The video shows the consumers that the car is a very suitable model for people who are in need of a unique car and to those who needs a car with a lot of speed. From the video users can purchase the new model while the previous users of Ferrari cars can upgrade from their previous model. This is likely to be augmented by the urge of having something better than previously owned. A major setback in this is the fact that the video is too long. It is very hard for consumers to watch an advert that is too long and thus the need of a shorter and more convincing video. Shorter videos are likely to catch the attention of the consumers and thus make them interested in their products. Conclusion In conclusion, from the above review it can be stated that the core story of the company of offering unique creations that will fuel the Prancing Horse legend at the same time generate a world full of emotions and dreams have been conveyed over some time and through the use of different media. The evaluation of the several adverts shows no recurring themes in terms of character, settings and music. The stories portrayed in the adverts want the audiences to take the journey towards achieving what others seem to see unachievable. The audiences are encouraged to aim at buying the unique cars that are produced by the car manufacturer. The company can said to have succeeded in relying their message to the targeted consumers who are mostly the wealthy in the society. Thus, these kinds of people are likely to like the uniqueness of the cars that they are produced and thus they are more convinced to purchases the cars. References Bellingham, T 2010, Top Ten: Formula one Adverts, YouTube Video, 7 October, viewed 12 June, 2017 https://wtf1.com/post/top-ten-formula-one-adverts/ CarShowHD 2013, 2014 Ferrari LaFerrari-Official promo video, YouTube Video, 9 March, viewed 12 June, 2017 https://www.youtube.com/watch?v=nd1pQWP6rgo Cvdzijden 2016) The BEST Ferrari V12 Engine Sounds EVER!, YouTube Video, 19 May, viewed 12 June, 2017 https://www.youtube.com/watch?v=8Om0pEmLtUM Ferrari Official Website 2017, Ferrari DNA, http://corporate.ferrari.com/en/about-us/ferrari-dna Mallory, O 2014, 7 Of The Most Expensive TV Advertising Campaigns, Online Video, 7 April, viewed 12 June, 2017 http://www.therichest.com/luxury/most-expensive/7-of-the-most-expensive-advertising-campaigns/ Motor1 2013, Ferrari 458 Speciale – promo, YouTube Video, 10 September, viewed 12 June, 2017 https://www.youtube.com/watch?v=2P7dhHitOTk Read More