Old Navy Commercial: Bee Bots

Old Navy Commercials are quite different than those of other department stores. Remember the their tech vest commercials from the 90s? Remember the mannequin commercials from just a few years ago. They even had some this year that featured Mr. T for their Best Tee ever commercial.

Old Navy commercials are usually vibrant and cheery. It’s almost like they are making fun of the perfect households of the past. In this Old Navy Bee Bot commercial they are advertising their new fun floral dresses for spring.

The commercial opens up with a shot of a building, Old Navy Funnovation’s Inc. and the announcer leads you to believe that their hello dresses are being developed their as a result of their chief floral officer. The camera angles makes you feel like you are entering into a secret garden of fun and beauty. The giant supernatural flowers with the colorful bushes make the garden feel surreal and imaginative. The upbeat narrative and accompanying background music give the commercial contribute to this feeling. I want to go there and visit. I want to work there!

The combination of “bee bots” and the technological building suggest to viewers that Old Navy is technologically advanced enough to be developing their product just to meet their needs. While the viewer knows in the back of their mind this place does not exist the visual image plays upon their imagination to make them want to believe it. I want to believe that Old Navy is developing their dresses in a secret garden of fun and that bee bots are flying around pollinating the dress I will eventually purchase with blasts of vibrant colors.

Throughout the commercial there appears to be a sense of movement. The camera is constantly exploring the garden, and the girls who are wearing the dresses are moving by on green pedestals, waiting to pollinated with color. This adds to the feeling of calculated but fun production that Old Navy is trying to show happening there.

Aside from drawing on the consumers imagination and lulling them into a happier place, the commercial also uses humor to draw them in. Joe, who appears to be spraying some sort of pesticide on the flowers is so engrossed in the music and jovial atmosphere that he ends up dancing along as well.

The commercial ends with the girls standing on a platform inside of the glass “hive” of production with the prices next to them. The low prices assure consumers that they too can have these fun dresses for a relatively low price. Old Navy’s slogan also contributes to this “Come fun, Come all”. Anybody can have these dresses. They are not exclusive. They are trying to sell fun to people, and anyone can have it.

Advertisements
This entry was written by Diana Riker and published on March 30, 2012 at 12:04 pm. It’s filed under advertising, Diana Riker's Posts and tagged , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

3 thoughts on “Old Navy Commercial: Bee Bots

  1. courtnej on said:

    Interesting post! There’s also significant intertextuality here. The woman in yellow played Blossom (in a flowery commerical…ha ha) on the late 80’s show “Blossom.” Joe was her brother, whose catchphrase was the “Oh” that he did here. I suspect the ad’s trying to play on the 80s nostalgia of their Gen X audience. The “Blossom” actress has been making a comeback in the last few years…she was on What Not To Wear and Curb Your Enthusiasm. Want to know more? I can go on and on…:)

    But seriously…ran across your ad analyses and find them very interesting!
    jc

    • Diana Riker on said:

      Wow, okay that completely went over my head. I never watched the show before. Whoops. I was wondering why it was such a big deal that Joe was there in the garden. I thought it was because he stopped working and started dancing.

  2. courtnej on said:

    Interesting post! There’s also significant intertextuality here. The woman in yellow played Blossom (in a flowery commerical…ha ha) on the late 80’s show “Blossom.” Joe was her brother, whose catchphrase was the “Oh” that he did here. I suspect the ad’s trying to play on the 80s nostalgia of their Gen X audience. The “Blossom” actress has been making a comeback in the last few years…she was on What Not To Wear and Curb Your Enthusiasm Want to know more? I can go on and on…:)

    But seriously…ran across your ad analyses and find them very interesting!
    jc

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: