The above video is a commercial filled with clever propaganda that is packed with the aim of convincing the viewer that rockets skates are the new style. The video begins with calm relaxing music, slowly panning down to reveal that an older male is wearing a strange pair of shoes. A skateboarder passing by even slows and turns his head to examine them before continuing; the viewer now knows that they are not the only one interested in this technology. Seconds later the slowly building music picks up and the gentlemen wearing the rocket skates begins showcasing his wardrobe, gliding smoothly along the pavement with a look of confidence about him (his open shirt suggests confidence as well). By adding this list of small elements together the video captures the viewer's interest through music and by saying "if this older man in his casual clothing, in this open street-setting can wear these rocket skates and have confidence, why can't you?".
After capturing the viewer's interest the video tosses about random facts, such as the weight of the skates and their design to further ensure that the possible buyer is interested while refraining from giving too much away at such an early stage. Yet again the settings for each display are in open streets, large common areas in which several people visit each day; this appeals to the viewer on another level by exampling how "normal" it would be to wear the rocket skates to and from day-to-day activities. Even the people shown wearing the skates are every-day people wearing every-day clothing, as if inviting the viewer to join the bandwagon.
With the product introduced and interest captured the video moves to provide the facts behind the technology by introducing Peter Treadway, the Co-founder and CTO of ACTON and allowing him to further appeal to the audience. His tone is calm and he remains happy throughout his speech, ensuring that the mood is kept upbeat and explaining that the future is on its way with this new development, even comparing it to things such as flying cars and jet-packs, attempting to excite the viewer with the thought of new and improved products. To back up the company's claims Treadway explains the science behind the company, such as the "talented engineers and designers" working to create the first rocket skates known to man; he is also sure to use many adjectives to describe anything to do with the company: "talented engineers", "light weight", "long range", "fun, smart rocket skates". By doing so Treadway gives emphasis to both the company and the rocket skates, making them a more desirable product. During the time of this emphasis the video also cuts to images of several "average-Joe's" who are skating, and Treadway pulls the thought of this far away future back to something that can be grasped with the phrase "...but just remember what it was like to learn how to ride a bike, or roller-blade; just stick with it and you'll get it". How hard can it be?The video ends with Treadway himself narrating off-screen with camera following him as he speeds down the sidewalk, his narration tempting the reader once more with the idea of usefulness and comfort that the skates can provide by saying that they can be used anywhere, be it a veranda, college campus, or even indoors. To add something special to try and lock in the viewer's fondness of the product Treadway explains that those who purchase the rocket skates are also able to have an app on their phone which allows them to create games and compare their mileage with that of other skaters; this in a way is the cherry on the cake. By now Treadway and the company video have explained how and why the rocket skates are a good product; by adding something like the available app they hope to make the viewer feel as if they are getting a good deal; with a bonus.
Overall the company and Treadway find several ways to lure the viewers of the video into purchasing or at least considering their product; it is sure to grab attention and stand out simply due to the fact that much like Treadway exposed, rocket skates are thought to be a technology of the future. The use of neutral settings, people, clothing and word-choice provide a person with the sense that he or she can own this product themselves, and the explanation of science behind such a futuristic machine is meant to persuade an individual into thinking "I need to be a part of the future like these people; they dress like me, go to the same places I do. I want to be a part of it, a part of the future", further inducing bandwagon, pride and comfort all in a relatively successful campaign for ACTON's RocketSkates.
