Multi Meaning Commercial

            Super Bowl commercials are one of the few things that everyone looks forward to every year. It actually may be the reason some people watch the Super Bowl, for it's commercials. The general ambiance of this commercial is sexual. It creates sexual tension by showing an old Italian couple trying to spice up their relationship. The old man then tries to take a Viagra pill, which also creates sexual tension because the mature audience understands the concept of the pill. The design of the commercial is to make the Fiat, a car not know to be masculine, look more manlier and introducing a bigger size. This is because Fiats are known to be miniature cars as well.
            In the video you see an old Italian couple trying to make love in the bedroom. It takes place in Italy. The old man then attempts to take his last Viagra pill in the restroom, but the pills ends up flying out the window.The pill then travels throughout the town and falls into the gas tank of a Fiat. The Fiat then experiences the after effects of the blue pill. The car then becomes much bigger and more masculine looking. You then see all the women staring at amazement and showing faces of approval. This affects the viewers in a way that gives them a sense of masculinity in this new Fiat. It attempts to attract a male audience.
            The characters talk to each other in Italian. The wife seems to tell him to come to bed and signals him towards her. The old husband then covers his mouth in shock and seems to tell her to hold on in Italian. He then heads to the bathroom to take the pill. The meaning this has on people is first and foremost, this pill can be used by men who need it in the bedroom. Secondly, it gives the new Fiat a sense of manliness.The commercial has sexual humor to it and exaggerates the after effects of the Viagra pill falling into the Fiat's gas tank.
              The old couple humors the audience by the plot taking place. It is a nasty site to take in mind and we feel they unattractive, well at least not the older audience. The husbands facial expression is funny, because he is shocked and wowed by the fact that his wife is in the "mood" sort to speak. The old man becomes excited and rushes to take the blue pill. The wife is in a relax state and is laying in bed signaling for her husband to join her. They are in their nightgowns or pajamas and their age has a huge significance because it pertains to an older audience as well as mean who want to drive a manly car. The setting is coincidentally taking place in Italy because the car is an Italian car.
               There are a few quick cut ins in the video. In the beginning we get the view of the man with a long shot of his wife and then a zoom in when she signals him over. We then get a close up on the man to get a clearer view of his actions and his excitement. It zooms out to see him being sneaky in the restroom and a long shot of his wife waiting. The camera also zooms in in the pill and zooms in the gas tank to compare the intake of a car as to a human's intake of the pill. It shows a before view of the car and then zooms in on the gas tank. These impact the commercial to make it feel as if we are there as well as compare the after effects of the pill on the car.
                There are birds chirping to give off a morning feeling. When the man discovers his wife, a violin starts playing to ease the mood. A piano then plays when he glances at his wife before he takes the pill, then the violin picks up as he tries to take the pill. We then hear the sound effects of the pill zooming through the town and clanking against metal and the wine glasses. A violin then plays in the background that gives off the sense of escape. We then hear the pill clanking and making its way in the gas tank.
                  The commercial uses Viagra as a symbol. It knows that the audience already knows the meaning and effects of the pill. They also know that Fiat's are not known to be masculine cars. So they portray this image of a car digesting a pill and becoming bigger and more masculine, therefore attracting the ladies.