Lurpark made a new advert which showed a man making an omelette, and the main point of the advertising campaign was to show the Lupark product and how it can be used to make an omelette. However I was interested in the way they made an ordinary task so amusing and suspenseful for a period of time. Everyday tasks can be boring and not very exciting, for example at first you would expect an advert showing an omelette being made; would be fairly dull, yet they made the task thrilling through the use of mise en scene, edits and camera movements.
Firstly I think the camera shots are extremely effective in making an ordinary task so thrilling and attention grabbing. The opening shots of the clip, to me are very effective as they build suspense. For example the tracking shot of the eggs in the room is effective in building suspense, as the rest of the room is dark and only a shade of light reveals the egg, at this point we don’t know what the eggs therefore and the purpose of showing it. Then a high angle shot of the inside of the fridge builds tension to the point where the door opens and we see the man. Furthermore there are some close-ups that build tension for example the close up of the man’s eyes makes him appear as a predator seeking it prey and in this circumstance the prey is the food in the fridge. Additionally I like the extreme close up of the man’s hand touching the fridge; although it’s simple the shot makes it more thrilling as we expect him to do something. The low angle shot of the egg breaking builds excitement as the wash it breaks resembles an explosion. The medium shot of the butter falling leads up to the climax when it starts to melt and at this point we realise exactly what’s happening, and think for this reason the advert is thrilling as it builds suspense although the task which is happening should be obvious. Other shots that are effective are the high angle shot where the omelette is flows into the pan and it bring comparisons to the way water flows in floods as it fours down into the pan. Also the low angle shot of the cheese being grated.
The editing in this clip is really important in the way tension is built. I noticed there would be a close up of something happening then a medium shot just showing the reality of what’s happening. An example of this is when the knife approaches the butter slowly and then the middle shot just shows him smoothly cutting the butter, and at the same time it takes away pervious feelings of tension. Personally, the most interesting edit involves when the butter is falling towards the man and when fire and gas go towards the top of the hob to heat the pan. The quick edits build tension and this leads to the climax to when the butter melts.
Lastly I was impressed by the audio in the clip. At times the music would be low and smooth and then it would be more thumping. For example when the egg is getting whipped in the bowl the music is thumping and when we get a long shot of the same thing happening the music is smoother. The music therefore matches the camera shots. I would consider doing this in my own opening sequence as it helps build tension until a climax is met. And the narrative voice in the background is successful as it makes us feel like we are on a journey with the process of making an omelette. The advert took my attention as it makes me feel like I’m involved and on a journey eh nth omelette is being made.