Rooney v Rooney, Powerade

Camera

The director begins the Powerade advert with an extreme long shot of the setting which shows a football pitch, covered by heavy fog. This type of weather condition would make playing football harder which connotes the the onlooker that Powerade helps make playing in tough conditions easier. Then, a mid shot is used to show the characters who are both the same person (Wayne Rooney) but in different clothing. This establishes the difference between the two Rooney's before they match up against eachother. The mid shot allows the audience to Rooney with the top on is drinking water and Rooney with no top on is drinking Powerade. More variety in the camera is included when a long shot shows both characters about to run for the ball. They are off centre with the ball centralised, showing they both started even. The shot changes to another long shot where Rooney who has Powerade is shown to win a tackling battle with the other Rooney, connoting that if you drink Powerade you have an edge, symbolising power. After this, a number of mid shots show Rooney with Powerade running away from his opponent. In all of these mid shots, the camera centralises him, indicating he is dominant. Furthermore, when he shoots towards the goal the camera attempts to pan for roughly half second but then cuts to allow the audience to see the ball go into the goal. not completing the pan of the ball with the camera denotes it was travelling fast. This may also connote that using Powerade made Rooneys shot to powerful and fast for the camera to keep up with. Lastly, at the end of the advert, a high angle shot is used to show the camera looking down at Rooney who only drank water. Having him lower down indicates that he is smaller within the narrative. On the other hand, a low angle shot is used after this from Rooneys perspective, looking up towards Rooney who used Powerade. This makes him seem big and robust, so the audience believe he is the more dominant of the two, connoting Powerade is more affective than water.

Editing

The editing of this commercial is done by using green screen to show two Wayne Rooney's appear in the same shot throughout the advertisement. Green screen technology is the basis of the effects seen in everything from the latest Hollywood blockbusters to the weather forecast. If you shoot a video with a single coloured backdrop green screen allows you to make that colour transparent - replacing it with any other video clip, graphic or still image. This allows the editor to capture Rooney twice on a green screen in different clothes, making it seem Rooney with powerade is against Rooney with water. This denotes that there is no unfair advantage, connoting Powerade aids a sportsmans performance. Furthermore, another piece of editing is used when a high number of cuts are used repeatedly, one after the other to show Rooney volley the football into the goal. Squeezing these shots together makes it appear like a pan, indicating that it is real to make Rooney seem dominant.

Sound

This Powerade commercial is dominated by non-digetic sound at the beginning. The music is old fashioned and first introduced when the characters are introduced to the audience on screen. Doing this makes it seem like a contest because the music is similiar to non diegetic sound heard in a film with gladiators. As the advertisement progresses, diegetic music begins when you can hear Rooney who uses Powerade, striking the ball into the goal. When this happens the non diegetic music is still playing under it. This denotes that Ronney is powerful when he drinks Powerade as the sound of his shot overpowers the music, connoting he is stronger than a gladiator.

Mise-en-scene
At the beginning of the commercial, the Rooney who drinks the Powerade is immediately indicated to be powerful by the mise-en-scene. This is presented to the audience when Rooney appears with no top on, allowing them to see the tattoo of a cross on his arm. A cross is symbolic a it signifies religion and christianity, this could denote that Rooney is god like, connoting that the onlooker of the advert should worship him. Therefore when Rooney drinks the Powerade the audience are likely to copy him like christians worship Jesus through bread and wine. On the other hand, the opposite Rooney is placed in a weak light when it shows him lose out a tackling battle. As he runs back to try and get the ball, the director shows his face. It is strained, denoting that he is struggling to keep up with his opponent who used Powerade. This connotes to the viewer that Powerade gives an athlete an extra edge.