I thought this ad was sweet and the message poignant. In addition to the mom and son, I believe the agency employed an unseen character into the commercial- powerful music. Joe Public, the ad agency, used the French singer-songwriter Woodkid’s song, I Love You, throughout this commercial. If the images were the thread, the music was the needle to weave the commercial into an emotive tapestry. Here are some of the lyrics you hear in the song:
I am softly watching you
Oh boy your eyes betray what burns inside you
Whatever I feel for you
You only seem to care about you
Is there any chance you could see me too?
Cause I love you
Is there anything I could do
Just to get some attention from you? (“I love you”, n.d.)
Though the boy is silently doing chores for his mother, the lyrics/music have the responsibility of saying what he is not old enough to articulate.
Nielsen performed a study recently which proved that commercials with some form of music performed better across four key metrics—creativity, empathy, emotive power, and information power—than those that didn’t (“I second that emotion”, 2015)
The Power of Music
I second that emotion: The emotive power of music in advertising. (2015, July 7). Nielsen. Retrieved from http://www.nielsen.com/us/en/insights/news/2015/i-second-that-emotion-the-emotive-power-of-music-in-advertising.html
Woodkid. I love you. (n.d.). [Music lyrics]. Retrieved from http://www.azlyrics.com/lyrics/woodkid/iloveyou.html