Analysis: Nikon Advert

This video uses music very well to create atmosphere and emotion. It's based on memories and experiences that people can relate to.I think it is important to try and bring back memories to sell something. If people feel they have a personal link to the product, they are surely more likely to buy it.

The use of the handheld camera is why I mainly chose to look at this. It manages to be a successful piece of footage despite not doing anything particularly ground breaking. There are very short stills, presumably not to break up rhythm.

The style is 'home video', but the image and sound quality is very high and obviously works for this purpose. I am intruiged as to whether this could work to promote a city though. I said earlier about the importance of memories, and home videos have an intrinsic link with memories. This is something that could be exploited for promotional video.

In this video, the part where Robbie speaks is excellent, and demonstrates what I would try to do by recording sounds of the city and placing them over a soundtrack. I mentioned this previously in a video analysis of a Tokyo video.

It's almost a shame that this video is an advert because it is of such quality!