Commerical One of the More Popular Prime

Commerical

One of the more popular prime time television advertisements for Pepsi is entitled "Vacuum," and the entire thirty second spot can be viewed online at url http://www.pepsi.com/ads_and_history/.In this commerical ad, a young man waits in a woman's home, ostensibly to take her out on a date. While she gets ready and he wanders around her kitchen and living room, the man encounters her hyperactive robotic vacuum cleaner. The vacuum is shaped like a flying saucer and roams around the house like a pet. Fascinated by this new technology, the man taunts the vacuum with food and a can of Pepsi cola. The vacuum becomes frustrated with his teasing and, it aparantly attacks him, sucking up his pants in an attempt to get at the Pepsi. When the woman emerges from her dressing room, she finds her date half naked on the couch. She looks askance at him, and in response he stands up and casually exclaims, "The vacuum ate my pants; there was nothing I could do." The Pepsi ad contains several elements common to a short film: a brief narrative structure, clever dialogue that is well-delivered by its actors, impressive technological elements such as special effects and camerawork; skillful use of sound and music, and memorable symbols and signs.

The storyline of "Vacuum" focuses on a heterosexual African-American couple in their early thirties. Juding by the decor and general appearance of her apartment the woman makes good money. Her floors are hardwood, the ceilings are high, lighting is stylish, and her kitchen is large and well-equipped with a stainless steel refrigerator/freezer. The central symbols and signs used in this advertisement, beyond the obvious brand name and logo, include the use of socio-economic, gender, and racial subtexts.

The director of the commercial employs several quick shots of different scenes in the home, from the dining room to the kitchen, to a close-up of fruit on the breakfast bar. Killing time, the man admiringly mutters "Hmmm" as he surveys her spiffy pad, and the woman calls out from off-screen, "I'll be ready to go in a minute." The man responds "Take your time," as he looks around with a Pepsi in hand. Immediately thereafter, the vacuum speeds into the kitchen through the hallway. When he sees the unusual gadget the man exclaims, "A vacuum?" When he drops some crumbs on the floor, the vacuum gobbles them up. The man remarks, "You like that, don't you?"

The man recites most of the lines in the commercial, as he talks both to the woman and to the vacuum. His timing and delivery of the dialogue are optimal for a humorous commercial ad. However, the actor's body language is equally as important as his voice, as when he trips over the vacuum in the kitchen and when he lands on the couch pantless, defeated by a tiny robot.

When the woman enters the screen, the expression on her face when she sees her date with his pants off communicates more than any words could. Although it is the antagonist of the commercial narrative, the vacuum does not talk. Instead of using dialogue, the vacuum communicates through its whirrs and buzzes. The sounds and music in the Pepsi commercial are well-composed; in fact, the commercial is just as understandable only with the sound. The vacuum makes distinct noises as it speeds across the hardwood. When it begins to attack the man the vacuum's whirs become more akin to chainsaw sounds; coupled with the man's yelps the effect is darkly comical.