Hugo Boss Advert Analysis

For one of our assignments, we were told we had to choose an advert and analyse it. Me and my fellow classmate Emma Wylie chose the Hugo Boss Mens Fragrance advert. We did analysed it seperately and then put our notes together for our presentation.

Link: www.youtube.com/watch?v=IiRG7SjZeBw

Analysis

The concept could be seeing things differently, from new perspectives and turning the familiar on its head.
Like the HUGO man, he looks for inspiration in everything around him - seeking out the unusual and unexpected things and experiences.
Hugo Boss inspires men to succeed through creativity.
"Just Different" - Different to what Jared (main model) normally does.
Mens fragrance - All men in suits - Trim and smart - Upper class.
Modern music implies its for the modern man.
The smoke on the rooftop creates a mysterious impression - Can't see the mens faces - shot from behind.
They're on a higher level which implies that they are above everyone else - with the fragrance they are better than them.
The sky is slowly darkening - sunset - night life is about to start symbolise that it lasts all through the night.
Friendly scene - men walking towards edge of building.
Men either side of the main figure are talking.
Middle man is isolated - not joining in because he's just different - Links with Boss theme.
The main model - Jared Leto - looks away from where everyone else is looking insinuating he's different, but blends in with the other suited guys/characters.
The close up shot of the eye suggests that we are looking into his life/experiences/memories.
The lights in the background and on the iris of the eye are consistent - Seeing with new eyes.
The nose and background are out of focus - eye is of main important.
When he speaks, the shot turns and rotates itself.
The Bottle of cologne and the city move but he stays still - gounrded/different - bottle and city are linked, but he's different? Moving in a different direction? Remodelling his life?
Although he's living in New York and uses this high standard fragrance, doesn't mean you should judge him.
Similarly, the poster's background image of the city has been turned round, implying perhaps that his perceptions of the city have changed.
The long shadows could represent long pasts or that their pasts were a long time ago.
The lights rushing past - City folk going about their normal life - Not being different or opening up to their full potential.
The other male figures are more in the shadow than the main figure.
His white shirt stands out.
The main figure also has a spotlight on his face representing an idea.
These attract attention towards Jared, The main character.
There aren't many colours to analyse, but there is a small section where there is a short flash of orange, cream, red and burgandy which implies warmth - controlled colours.
These could me mirroring his building excitement - passion or lust to those around him.
Climbs staris - New level - Higher up.
Raised his game.
Lifted his general outlook on life.
The group then start walking again, this time beneath skyscrapers, refer to first image of them walking towards the edge of the building - maybe they're stuck looking down at what they could be if they tried.
Then they slow down when walking - The camera brightens the figures.
Jared then turns the bottle back around - slowing down his life again.
First time - Speeding up - Boost of energy/exhilerence.
Looks at bottle as if asking 'What do you think?'
Staircase could symbolise steps towards the future - Not walking a straight line through life.
Other men looking down and away from the camera, Jared looking into the camera - Confident.
Cross at a black and white crossing - their in grey suits - symbolise that lifes isnt simple - life isnt black and white.
He is then confident in opening a black door - symbolising braking a barrier in his life.
New generation - leaving old life behind him - trying something alternative/different people following him, but has to do it for himself.
Jared walking head on towards camera - knows what he wants - others distracted and ambling slightly.
NYC - City of dreams.
Times Square - It will make you famous
Rushing/fast paced - grab it while you can - will speed up your life significantly.