RA #2: How 'Bout This Jazz Commercial?

WATCO and Enthymeme

What are the consequences of attending a Utah Jazz game on quality of life?

Attending Utah Jazz basketball is the best way to improve quality of life because the excitement that is felt at a Utah Jazz game brings a sense of unity and fulfillment.

Audience

Those in the Salt Lake area who are aware of the Jazz, but either have never attended a game or who have not attended a game in recent memory.

Goal

Get the audience to call in or go online and purchase Jazz tickets, even if it is just for a single game.

How?

The ad begins with shots of hustle and bustle which is interrupted by Jazz PA announcer Dan Roberts' voice, bringing everyone to a standstill trying to find the source for the voice. Already, the power of the Jazz is bringing people together.

Once the source of the voice is found, you might as well go in and figure out what the commotion is about, right? The people do just that, and soon, everyone is in the arena cheering. Isn't this better than work or just hanging out at the coffee shop?

Look how loud and enthusiastic we can be if we come together as one. After all, the Jazz are renowned throughout the NBA for the passion of its home crowd. Where else can you find that enthusiasm in the hustle and bustle of the day?

The end of the ad uses the most exciting event in basketball: a buzzer-beating shot. in real game footage, Carlos Boozer, one of the Jazz's most recognizable players, makes the shot playing against the San Antonio Spurs, a longtime Jazz rival. Everyone likes conquering a rival.

Further, the excitement of the crowd in the final wide shot gives the strongest case for the unity that Jazz games bring. "I helped that to happen," the person thinks.

The last part of the ad emphasizes that you don't need season tickets to contribute. You can get only single game tickets if you want, You still get the chance to be with your fellow Jazz fans.

Effectiveness

This ad was intended for this current regular season. So far, the Jazz's average home attendance this season is actually down compared to last season. However, since it is only down by 11 people in a down economy, the ad is probably still fairly effective.