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STRONGBOW PEAR EARN IT

The advert first aired on August 24th 2012
Created by St. Lukes.
This advert aired for 12 weeks.

CAMERA ANGLES/SHOTS
Various shots from
different angles of the
pear to show that its
the focus point

Different angles of
arrow being pulled
back to show hes
aiming for the pear

Close up shots of eye to

show the man is focusing on

ICONOGRAPHY
In this advert the pear represents the drink, it
looks cold and refreshing while the man is in a
hot desert.
The pear, the arrow, the bottle at the end and
even the mans eyes are green which creates a
green theme.
They use arrows in the advert because of the
brand name Strongbow, and when the pear
explodes when its hit with the arrow its to
show the powerful refreshment people would get
from the drink.

EDITING
Editing is medium-paced but the shots are repetitive just from
different angles, they did this to build the tension up.
The video is cut to the beat of the music, which also builds the
tension up.

LIGHTING
The advert uses very bold, lights of different colours in the
same shot and the man seen in the advert is just seen as a
silhouette.

Bright blue and

brown to show that it
s hot

Pear bright green to

capture viewers
attention

SOUND & MUSIC

The song played in the advert was In The House, In A
Heartbeat which was featured in the films 28 Days Later,
and Kick-Ass.
The song is very powerful and they cut the video to the beat so
it flows better, when the pear explodes the song bursts.

HIDDEN &

OVERT MESSAGES

In the advert the man looks very hot as he is

in the desert and the pear looks cold and
refreshing when he shoots the pear the
drink comes out of it solving his problem,
this could imply that drinking this drink is a
solution to problems.
They also use a strong looking man in the
advert which implies the drink is a manly
drink and men might buy because they
might feel manlier.

EMOTIONAL RESPONSE
Sometimes when people drink alcohol they might feel guilty
about it but they use the slogan Earn It which could make
their audience feel like its an earned drink and its okay to
drink it.

BRAND IDENTITY

Logo on the bottle

STANDARD OCCUPATION
CLASSIFICATION
Mainly targeted at people in group C2 or D; people like
Electricians, Plumbers, Drivers, Post Sorters.