This ad apparently came out last year, but I saw it run on some godforsaken digital channel only last night. Strongbow are a cider brand that have long used archery in their advertising, although I don’t remember it being quite as explicit as this.
So we have: sight set too high for 60m (or whatever that distance is), cheapo aluminium arrows way too long, stance too narrow. Whatever. Barebow anchor with a sighted recurve? Puh-lease. If you call that an anchor. And the ‘release’ is just hideous. Wish my arrows spun like that though…
The stupid thing about this ad is that real archers look completely awesome shooting. You could have found one with the requisite pecs and bearing without too much trouble, and it would have looked real – probably would have been cheaper than a male model, too. The viewing public tend to recognize authenticity when it is actually put in front of them, and that’s only going to add to the rugged individualism that they are trying to associate with their cider, right?
If authenticity was the name of the game shouldn’t we be looking at an obese 12 year old with a relentless hankering for industrial effluent? The nearest they’d get to an “X” would be signing their ASBO. 🙂
Good music and arrow length looks OK’ish to me at 17 seconds.
It’s more that it seems to me as easy to get it right as it is to get it wrong, and it might well be better. I know it’s easy to pick holes in ‘Hollywood archery’ from an expertise perspective, but with just a tiny bit more effort on production companies’ part I wouldn’t need to.
I’m all for the fantasy archery critique — it’s entertaining and even as a novice I’m seeing all sorts of wrong. I’m not convinced that I’d like to see authentic archery in ads as it might help manipulation run deeper … but that’s a different beef. Keep it unreal. 😉
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