The advert begins with an extremely busy Asian market place and a man sitting on a bench staring at his car, which is an old style car, he is sitting looking at the car and all of a sudden he looks as though he is inspired by an idea, so he gets up and walks over to the car. He gets into the car and with no hesitation or look of worry in his face he drives into a wall head on. Looking quite determined he reverses into a wall. And with an audience surrounding him he gets an elephant to sit on the bonnet of the car.
He then starts hitting the car with a sledgehammer. At first it seem just random, but the look on his face is very concentrated. The next scene shows the man still working on his car at night, he is still using a hammer but a smaller one and is also using a chisel; this activity looks more purposeful. It then shows the man working in a deserted market place, deserted except for a wandering cow. In this scene he is using a blowtorch on the car.
The next scene and daylight again, the man still holding a hammer is looking at a page from a magazine. The magazine page is of a Peugeot 206, this is also written in large, bold, black font underneath the picture, he studies the picture. He holds it up so the car on the magazine page is hiding our view of his car, he then puts down the magazine page and we see a very dented, dusty car with lots of chipped paint, but the car is now a Peugeot 206, it even has the two vents on the side of the bonnet which 206’s have. There are tools still laid next to the car. The man is extremely pleased and he looks at it lovingly and adoringly. We often hear that men say they love their cars, and this man shows it in his face as he looks at the Peugeot 206. This advert seems to be based on this saying of men loving their cars.
The man is now driving the car past what looks like a party, where there are people of his age. As they drive past we see a few woman turn and look in their direction. In fact even a man turns his head and smiles at them. We cannot tell if they are attracted to the men or the car, but I’m sure if they drove past in the old car they would not get the same attention. There are three men in the car altogether and although the car is still battered and the paint is still chipped, they do not look ashamed to be in the car, they look as though they feel cool and very happy. The screen then goes black except for the Peugeot badge and the words Peugeot, which are placed in the middle of the screen.
At the beginning of the advert from when the man gets into the car to when he first drives his car into the wall there is traditional Asian music playing. There is no more music just the sound of the man hitting his car or when the elephant sits on his car there is the sounds of exclaimed, excited or wondering voices. Music then starts again as he is looking at his new improved car, this music is more hip, funky and up to date. These two songs are extremely different as are the cars; the traditional Indian music plays as we see the old car, and the up to date music plays as we see the Peugeot 206. There is also music playing as the badge and Peugeot name are shown on screen. This music is still the hip, funky up to date music, which is Bhangra nights ft. Raul. And so we are meant to associate Peugeot with this status too of being hip and up to date.
This adverts uses humour to make us more interested. Many adverts do this now, and this helps us make our mind up before we go and see the product. Adverts have to get us visually aroused. As now a days there are so many channels and most people just surf these channels while there are adverts playing on another channel.
