Viva La Vida

The Apple Itunes commercial starring Coldplay caught my attention from the start. The amazing color palette combined with the song Viva La Vida. TBWA, the worldwide advertising agency, really created a stunning commercial for Itunes.

The commercial fades into the lead singer of Coldplay singing Viva La Vida. There are colored smoke effects that appear behind him as he sings and moves. As he moves his hand it seems as if he is moving the clouds behind him. The scene changes to focus on the guitar player who gives off blue colored smoke and exaggeration lines for the movement of the guitar. We again see the lead singer who moved the purple clouds with his hand as the music builds. Once the music picks up its pace we get fast clips of all the people in Coldplay performing their instruments with different color hues surrounding them and color bursts excentuating their movements. For example, we can see the impact circles from the drummer beating on the drum as well as colored lines coming off of the bass guitar as the guitarist plays. The entire background is animated in swirls of color that mimic the look of the OS X operating system. Once the big crash of music occurs a huge sound wave is emitted from the lead singer and the background gets a flash of white and brighter colors. We now see bright pinks and oranges in the background because the music has become more lively. Towards the end of the commercial the colors begin to sink back into the lead singer, which gives the impression that the band was the source of the color. The screen then reads "Viva La Vida Coldplay" in the swirling colors that have been seen the entire commercial. We get a panning out view of the lead singer one last time as the music comes to an end. We are then left with "Exclusively on Itunes."

I believe this commercial is very effective for a few reason. The colors contrast so well that it captures the viewers attention immediately. This coupled with the energy felt from the music and Coldplay's performance creates a very successful commercial for Itunes. The beginning of the commercial makes the viewer want to listen to the entire song, not just the commercial clip, which you find out is exclusively on Itunes. This will push the viewer to use the program over their competitors.