Post #3A

Shot by Shot Analysis of the “Do You Want Whipped Cream?” Verizon Wireless Commercial




This commercial depicts a family discussing their potential cell phone plan with the token Verizon Wireless spokesman. A cup of vanilla ice cream with sprinkles is used as a visual analogy for the number of people in the Verizon Wireless network. The goal of this commercial is to demonstrate the size of the Verizon Wireless network. I think it is effective because the analogy is simple, visual, and humorous. Pouring on an excessive amount of sprinkles easily demonstrates the point, and the stoic cashier asking, “Do you want whipped cream” is a comedic punch line.

Shot 1 – The first shot is a medium shot of the family, the ice cream shop cashier, and the Verizon Wireless spokesman with numerous people behind him representing the Verizon Wireless network. The image of the spokesman and the network of people have appeared in many Verizon Wireless commercials, so this is intended to be familiar to viewers.
This shot establishes the location of the commercial and focuses the viewer’s attention on the message.

Shot 2 – The camera cuts to a close-up shot of a blue paper cup filled with a single scoop of vanilla ice cream. On top of the ice cream are ten brightly colored sprinkles. While this is on the screen, the mother describes the parallel between the sprinkles and the part of the cell phone plan that allows members to call ten established people with no extra charge, regardless of which network those people belong to.
This shot focuses on the symbolic importance of the sprinkles. It is meant to show the exact number of people that can be called regardless of network. The audience understands that this number is small but significant.

Shot 3 – A cut is then made to a medium shot of the mom continuing to explain the facts of the cell phone plan.
This shot is necessary for the audience to make a connection between what is being said and who is saying it.

Shot 4 – This is a medium/point-of-view shot to show the response of the Verizon Wireless spokesman to the statement made by the mother.
This shot is important because the audience becomes a part of the commercial by assuming the perspective of the mom. The spokesman is affirming what she said, so the audience also receives confirmation of the legitimacy of the facts of the plan.

Shot 5 – A cut is made to the family again. The dad picks up the large bucket of sprinkles and douses the small cup of ice cream. While doing this, he explains the next part of the cell phone plan: 80 million people are members of Verizon Wireless, and calls to those people are included in the plan.
This is the climax of the commercial. The ten sprinkles on the ice cream were small and significant; however, the mammoth container of sprinkles is intended to solidify in viewer’s minds why Verizon is the clear choice of cell phone companies.

Shot 6 – A cut is made to a quick close-up shot of the spokesman agreeing with the father. The spokesman says, “Yup, also included.”
The intent of this shot is to legitimize the statement made by the father. Since the spokesman is the authority figure in the commercial, it is important that the audience sees his facial expression is sincere as he agrees with dad.

Shot 7 – This is a close-up of the satisfied father. He has a wide smile that fills the screen.
Seeing the father this happy demonstrates to viewers how satisfied they too could be with Verizon wireless.

Shot 8 – The final scene containing a person in this commercial is a medium shot of the cashier who has been silent up to this point. He spends a moment gazing at the pile of sprinkles, looks to the father and asks, “Do you want whipped cream?” He then looks with wide eyes back down at the sprinkles.
This is effective because the cashier’s lines add comedy and levity to the commercial. The continued focus on the enormous pile of sprinkles demonstrates the vastness of the network; this continues to sell the main message. If you choose Verizon Wireless, you will join a popular club with lots of people you can talk to.

Shot 9 – The narrator’s voice appears to recap the main points made in the commercial. A cut is made to digital images of first ten people, and then, as the camera zooms out, more people pop up on the screen.
This digital representation of the number of people in the network reinforces the idea that many people belong to the network.

Shot 10 – A fade in and zoom in on the Verizon wireless logo comes next. The image moves off of the screen to the right as a phone number and web address appear on the bottom of the screen along with fine print text. As the narrator quickly explains a buy one get one deal, a phone and price briefly appear on the screen followed by four additional phones. This final image depicts four phones, a phone number, and a web address.
This final shot is important to show the brand logo and the actual phones people could purchase. Also essential are the phone number and web address so that viewers could act immediately if they want to purchase the plan.