In this Gatorade commercial, the director uses many camera angles and editing tools to develop his commercial. The commercial has only one line of talking, but show off the product by using many different video clips. Many short and choppy clips are used to show situations for a “what this drink can do for you” example shown in the commercial. The clips are changed with the beats in the song, which adds to the overall flow of the commercial. Within the clips of action shots, up close straightforward shots of the Gatorade bottle are shown. These clips are shown at different speeds throughout the commercial. One or two different flavors are sometimes shown at the same pace as the other clips or four to five clips are shown at a very high speed.
For the action shots within this commercial many different angles are used to capture the action. For the jumping snowboarders, low angle shots are used to show their high and provide an image the shows the bottom of the board then up to the snowboarder. For the basketball players, the first is shown with a low angle, then the film switches to a high angle shot of a different player. After this another low and angle shot is used to show a volleyball player spiking a ball.
Repetition is and leading lines is used when the camera captures the hands hitting to floor to the beat of the song. Another interesting persecution method that is used is when the basketball is thrown towards the screen. The basketball appears as though it is coming straight towards the camera and will come right at you. This is then used to create a transition to the next clip. As the basketball gets very close to the screen, the shot then is zoomed out on a soccer ball. When watching this transition the balls appear to take each other’s place, and when zooms out goes to a soccer action clip. Finally, at the end of the commercial, the strategies used to show the athletes are changed. Instead of shots that show their actions, more up-close shots are used to show more of the intensity and emotion in the athlete’s faces.
