Holiday Gap commercials have been among my favorite for years as I love the music and dancing. For the 2009 holiday commercial, there are many sequences that change camera views quickly. Here is an example of such a sequence:
1 second: A tight shot of a dancer's face before the number begins. The tight shot builds anticipation and gives independence to each dancer so that they will not be categorized as a group throughout the duration of the commercial
2 seconds: Wide shot of all of the dancers starting to move and singing. This shows what the entire scene looks like and is great contrast to the first shot.
3 seconds: Medium shot of three dancers in motion. This shot shows facials and more detail that engages the viewer more than the wide shot.
Changing angles and shot variance is a good way for the commercial to keep the audience engaged especially considering that the only other content of the ad is the song. Moreover, I'm personally happy that I had a reason to watch the advertisement 8 times because I truly do love Gap holiday commercials.
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