Visual Rewrite – clementine

[0:00-0:001] What we see on the screen in the first second of the video is the backyard of an average middle-class home. We can tell that it is a middle class home because it is not too big nor too small and it also looks very modern. The video quality is really crisp and clear so the video is most likely scripted. In the backyard, there is a table with four chairs surrounding it with a grill right near it. The fact that the table has more than two chairs could lead us to believe that there’s a family is living in this home. The grass and the trees around the house look very green with tints of orange in them too. We could assume that it is the beginning or end of summer based on the color of the leaves and grass. Then, someone appears to have turned a light on inside the house. When we turn a light on in the house when the house is completely black, usually it means that it is either night time or early in the morning. Since the sky is cloudy and it is light outside, it is most likely the morning. This scene sets the tone of being in a comfortable and normal home which many middle class citizens can relate to.

[0:02-0:04] The camera is now inside a refrigerator pointed towards the refrigerator doors. In the refrigerator we can see there is fruit, orange juice, and milk. The refrigerator seems to be fully stocked which lets the viewers know that this family has a steady income and can support themselves. Next, a man opens the refrigerator doors and scans what is inside the refrigerator. By his actions, he seems to be looking for something to eat. The man looking into the refrigerator looks like he is in his mid thirties or forties. He also looks like he is wearing a loose top and a robe which possibly could be pajamas. Behind the young man is a boy who looks like he is around ten or eleven years old. This leads us to the question – is this his son?

[0:05-0:08] In this scene, the camera is now in the kitchen showing the boy standing behind the man in front of the refrigerator. The boy is wearing comfortable clothes like the man, so this lets us believe that they live in the same house, therefore, the man could possibly be the boy’s dad. More evidence suggesting their relationship is that the boy is relying on the man to get whatever he needs in the fridge. Young boys usually rely on their dad to do most things. Since the boy is standing behind the man while the man is looking in the refrigerator, this tells us the man is probably looking to feed the boy. The director of this video purposefully made the boy be behind his father so that it created a sense of reliance on what the man was going to pick out of the refrigerator. The father grabs milk out of the refrigerator and quickly passes the milk behind him to his kid. The father then playfully throws a spoon in the air behind him and the son catches it. Since the son was just standing there and was prepared to catch everything his father threw at him, this tells us that this might be an every morning fun routine for them. All of the food items the father threw at his son were breakfast items which can confirm our prediction that it is morning. Interestingly, a mother figure is absent in these clips. This raises the question if their is a mother absent in their family or if she is the provider of the family and at work. The boy looked very comfortable while the dad was throwing things at him which can lead us to think that his father feeds him breakfast every morning and takes care of him well. The father being playful in these couple of seconds is for the viewers to feel comfortable with the father-son relationship that they have.

[0:09-0:11] The father starts moonwalking and dancing while the son is sitting down waiting for breakfast to be served. The son’s facial expression is pretty bland and unbothered by his father’s silly actions, so this tells us that the kid is used to his father acting silly in the morning. The father grabs a cereal box and before he pours it into his son’s cereal bowl, he waits for his son to touch his hand before he continues his dancing. This shows us that the father wants his son to be happy even though his son is used to his father’s craziness. This routine could help the father and the son wake up hence why the father wanted the son to interact with his dancing. Every parent wants their child to feel comfortable and have fun in their own home, so this scene speaks to parents. There is also drawings and paintings on the walls of the kitchen so that tells us that this family really cares about their kid/kids hard work. 

[0:12-0:23] By the son hitting the father’s hand, the son indicates that he wants his father to give him cereal but to also continue dancing. When the son hits his hand, the son smiles and shakes his head. This tells the viewers that the father is silly normally and the son is used to this behavior. Again, this indicates that the father wants to be involved with his son in the morning. The father continues to dance around the kid with the cereal box in his hand. He slowly dances away from the son and moonwalks out of the kitchen. The kid is visibly seen smiling while the father is doing this. By the kid smiling and facial expressions, we can tell that he doesn’t find his dad annoying, but he appreciates him dancing and makes him happy. It is also interesting that the father is dancing away from his son and not eating with him. This could be because the father might go to work at home or needs to get ready for the day himself. He is putting his child first before himself which shows us that he sacrifices time for his son to have a great morning.

[0:24:-0:30] As the father dances out of the kitchen, a text appears on the screen that states, “Make a moment”. This implies that since the father was dancing and making his kid happy, he made a difference in his son’s morning and also created a memory for the him. The camera pans to the son’s face and he is smirking while looking where his father danced away. His facial expression looked like he wanted to communicate that he really appreciates his dad and how loving he is. This creates a persuasion to the viewers who have good parents because this ad shows that they should appreciate their dads more. Then, the screen displays a hashtag that says “#DancelikeaDad”. This hashtag encourages dads watching this ad to be more loving or continue to love their children just as much as the dad loved his kid in this ad. Showing no mother figure in this ad was purposeful because the ad wanted to highlight how great dads are whether they are single dads or not. This ad also tells dads that their kids appreciate the little things that they do more than dads think. 

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