Analysis of an add

Freddy’s trousers WR.UP• Brand: Freddy • Product for sale: trausers of jersey WR.UP• Spot : 00:45

• Protagonists: girl waking up naked and a snake of cloth• Where: Inside a room ( enclosed and intimate space) • When:Morning or moment of awakening

What happends?• Some brown leaves are rolling on the floor• A naked girl wakes up and wears her Freddy trousers• A Snake is changing her skin of cloth from jeans to jersey• They’re changing skin and wearing jersey at the same time• The girl is wearing her jersey, so she’s changing her skin into a new one, like the snake.• She pics up the snake and caresses it• The girl is sinuos like a snake• The girl opens a door and leaves behind the old skin (jeans/snake’s old skin/leaves)

What does it mean?• The jeans are natural , adapt and comfortable to everybody like their own skin• The old jeans are like the old snake’s skin, wich doesn’t fit anymore• The girl is changing ‘’skin’’ thanks to Freddy’s jersey• The girl goes to a new morning (a new season) a new way of being, an evolution thanking to

Freddy’s jersey• Freddy’s jersey are a sort of evolution: in your life and on the market

OLD LIFE

• JEANS• The snake’s skin is made of jeans• Autumn (brown leaves)• Death/Sleep/old skin-old jeans

Old jeans doesn’t fit anymore death ↓Old skin

NEW LIFE

• JERSEY• The snake’s skin is made of jersey• Spring (green leaves outside the window)• Rebirth/Awakening/new skin-new jersey

Jersey ‘’Fitts better’’ Evolution Life ↓New skin

V S V S

Relation od identity between: GIRL-TROUSERS-SNAKE

AUTUMN COLORS

• Brown (old, dead, spente)of the leaves

• Blue jeans of the old skin and of the old jeans

AUTUMN NOISE• wind• Harsh rolling of the leaves on the

floor

SPRING COLORS

• white (purity, innocence) of the bed and curtains, rose of the girl’s skin and green of the leaves outside the window

• Grey of the new skin and of the jersey

SPRING NOISE• Girl’s sigh• the soft crawlin of skin on skin

V S

V S

Simbolic elements

• Leaves AUTUMN, the spectator can notice how the leaves are connected with the old skin-jeans ‘cause they both lay on the floor

• Mirror

• Bed intimate space, sex

• Girl natural and primordial beauty, Eve

• Naked birth, sex, the jearsy is part of her body, her own skin

• Snake Curves, danger, Devil, tempation, fertility, symbol of Uroboros recalled by the circle of the mirror

• Old books on the floor

• Open window with white curtains and green creeper

• Door

Space• Minimalistic room, it doesn’t seems a room, there aren’t traces of everyday life. space of a new birth

• Light : the spectator can see the daylight coming inside the window when the metamorphose/rebirth is culminating . At the end of the spot, when the girl opens the door we can also see a bright white light, wich units the idea of rebirth to the brand (Freddy is written in black on white background)

• Atmosphere : dreamlike , suspended, pure

Music

• Track: ‘’Moon and moon’’ by Bat For Lashes

• Lover, when you don't lay with me/ I'm a huntress for a husband lost at sea/ If I had you here/ braid our hair together/ I'd be boy and you'd be girl, beautiful /Calling moon and moon /Shoot that big bad hand /It'll drag me to your door /And I won't see you no more/ When this wild world/ Is a big bad hand /Pushing on my back / Do you understand?/ When I get home / Down in the jungle/ Where's my bear to lick me clean?

Feed my soul milk and honey/Calling moon and moon /Shoot that big bad hand /It'll drag me to your door/ And I won't see you no more/ I won't see you no more

• Female, velvety, sensouos, acute, sonorous voice

• When we can see the brand 3 times:1) when she throws the old jeans away2) when she walks verso the door and at the end after the claim3) Ending scene with the official symbol of the brand

• Claim: WR. UP fitts up better(assonance wr.up – fits upThe concept of the fittiest who is prettiest who survives

The message

• Change your skin (yourself) with Freddy! That means make an evolution, wake up from your autumn-life and enter a new spring-life!

• the snake is a symbol of changing• Freddy’s jersey will underline your curves and make you feminine• You‘ll become sensuous, sex appealing, dangerous and thin like a snake .

Code of communication

1) Religiuos Code

The Snake, the pseudo-tree without support and the naked Eve: Eve acepts the tentation and if the apple is transferted into the jeans, these jeans are a

tentation but they also give the knowledge (books). In addition there’s no trace of Adam, so with this jeans you’ll be an independet, sexually satisfacted and sex appealling woman

2) Sexual code Bed, naked skin, sensuous body, snake

3) Magic-oniric code

the track used sound like a spell, there’s a strange connection between the girl and the snake when they look each other and on the mirror there’s a dreamcatcher

Some strange things…

1) Where the leaves come from? They are in a room , but if that room is the one we see then… where the winds come from? And what that wind means? Possible solution:

• The leaves rappresents autumn, season of dead and dream. The girl is woken up by the wind at the end of autumn. She’s going trought a new birth (spring/new life/green leaves) with her new jersey

2) What are those strange sort of screen or shutters? They give a double illusion :• That the observer (he becomes a voyeur then) see into room throw a window (shutters)• That the observer is looking from a window to a window

3) What’s behind the door? But first…that door is not the one of a bathroom or a kitchen, it is a door of entry….and the girl is going to go out naked like this? Possible solutions:

• This jersey is so great that when you wear it you can go everywhere , you’ll become pretty like the model (wich has a natural beauty and it means that if you wear this jearsy you’ll be pretty without make up, fiction, lie or effort )

• She saw someone out of the window and she opens him

• She’s simbolically going toward an evolution or something good rappresented by the withness seen throught the window. This whitness is connected to Freddy’s official symbol

Figure of speech

• Metaphore of the changing skin (snake) and waking up : evolution• Snake of jersey = evolution• The new age: the age of Freddy’s jersey