The McCain Commercial, We Are Family,begins with a question, “When it comes to family, what is normal?” By starting the commercial off with such a rhetorical and open-ended query, it opens up with just as many answers as you would assume. The commercial flips from families with different races, different parental situations, and different definitions of what families can mean. In a genius yet simplistic manner, this variety of family structure creates a parallel to the different varieties and structures of different potato products McCain has to offer. This usage of hitting on the inclusion of families of all kinds reaches audiences that may not have been reached if a singular, generic, nuclear family were to have been featured because it allows acceptance to all in peoples’ definition of “family,” making it incredibly effective. In addition, this ad is effective in this kind of social climate when although “family” defines so many kinds of social constructs, the togetherness and unity that dinner creates, specifically with McCain products, provides an intuitive yet subliminal commentary on the time that we are living in at the moment. One way I would improve this commercial is by maybe cutting down on the amount of different varieties of what family means and focusing a little more on providing a story of each family’s connection with how dinnertime allows unity. Also, I think the lighting kind of made the tone of the commercial unnecessarily gloomy when the copyrighting was incredibly uplifting and unifying, so I think production factors such as that should have been considered more in creating a form follows function.
good thanks,
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