2. The advert starts with a montage of the Reindeer and Santa going to
multiple house. The Reindeer progressively grow weaker and more
tired patiently waiting for Santa to come back wanting food. This uses a
range of close ups to show how tired and hungry the Reindeer are they
use a soft focus so that the audience can see all of the Reindeer in the
background as it focuses on the two at the front . Long shots are used
to show how much work they are putting in to carry Santa and the
presents around. This montage uses quite a shallow depth of field as
not everything is in focus, either the foreground, or the background is
out of focus, creating depth of field and atmosphere.
3. After the montage of the Reindeer and Santa travelling around delivering presents,
Santa notices McDonalds as it is very brightly lit and the restaurant is illuminated and
brighten the rest of the street. To do this a low aperture would have been used to let
enough light into the camera since this was done at night. These shot are all done
using a tripod as the camera is very still and moves and follows the action smoothly.
Santa enters McDonalds, talks to a cashier, this is done in. shot reverse shot to tell the
audience exactly who is talking and show expression as they reply to each other. These
shots range from wide shots of Santa walking towards McDonalds making sure to get
the bright name and logo of the restaurant in shot along with a full shot of Santa. A
range mid shot are used when Santa is talking to the cashier making sure to get in the
expression of both actors and the body positioning.
When Santa is walking toward McDonalds there is deep depth of field as they want
both Santa and the McDonalds sign to be in focus, however, once he’s inside the
restaurant the depth of field switches to being shallow bringing the actors out from the
background, making sure the audience is focusing on the right people.
4. The ending to the Advert is Santa coming back up the chimney to the Reindeer, this is done in a close up to emphasis how hungry
the Reindeer are, this uses a very shallow depth of field bringing the Reindeer out from the background and making the to sole
focus of the shot. The bag of carrot is revealed and done in a close up again to show the audience just how many are in there,
and bring the audience attention to the McDonalds logo promoting McDonalds. We then get a lovely shot of Santa feeding the
Reindeer and the audience
is show how
big reindeer are
compared to Santa
this is using a shallow
depth of field as both
characters are in
complete focus yet the
background isn’t.
the advert end with a
wide shot with the
McDonalds logo and
quote over the top,
this is a deep depth of
field as the nearly all of
houses and lights in the
background are in focus.
5. This advert aims was to promote McDonald’s Christmas range of foods and drink especially their
carrots and health foods. The advert does interest and engage the audience throughout, because
from the start the audience is made to feel sorry for the Reindeer and how they have not food
since no one has left them anything, however, McDonalds comes to the rescue and provides food
for the Reindeer.
If this was to have been done as a multi-cam shoot it would have made the production schedule
longer unnecessarily. Using single cam allow the camera operator to get everything done with
single shots, instead of having to re-do shots to ensure that other equipment isn’t in the
background, also doing a shot reverse shot is a lot quicker as actors are used to preforming the
same scene again and again, meaning that the shot can be filmed twice to get both angles and
not need to be done again as everything was capture in those two takes.
Using single a lot cheaper and even though this is a high end production they would still want to
save money and using a single camera is quicker and cheaper for McDonalds.
The advert could have used a talking head or interview to get opinions from customer and the
people o who haven’t left carrot for the Reindeer to get more character and show personal
opinions of McDonalds.
