The advertisement I will analyse is named "In the Nick of Time." It advertised the Audi 90 Quatro was shown on TV in 1996. It lasts for 60 seconds.
A story is used to advertise the car. A short story, a man and his son are hurrying to reach the hospital in time for the birth of their new baby. Only two characters are involved. The first scene shows us (with no diegetic sound) the phone ringing; a young stylish man answers it and hangs up. It falls off the hook, but the man is in a hurry; he doesn't pick it up. The camera goes to a small boy, the man leads him outside to their car. The Audi is sleek and gleaming and with a door open, ready for the emergency. The sun is setting on the horizon, casting a warm glow across the beautiful scenery. The father and son set off, with the son in the back, the recommended safest place for children. Both are relaxed in the car in spite of the urgent situation, they are well protected. The car drives through many different areas, at last reaching the city. It is night and there is a cold blue shade to everything. This colour gives a feeling of technology, as it's quite metallic. The car stops at traffic lights, it seems for an eternity, and the father drums his fingers on the wheel whilst the son looks out at a fair ride, swings going round in a circle. The bright lights are reflected in the car window, contrasting with the ice blue colour cast across the son and car. They later arrive outside a building, with no clue of its purpose. The father gets out and hurries up the steps. The camera flicks back to the car, where the boy is still sat watching, calm but slightly worried. The father stops, returns and helps the boy out in to his arms. From one safe environment to another, the boy appears as relaxed now, in his father's arms as he was in the car. This implies that the car provides the same safety and warmth as a father does. They run up the steps and into the building.
