Shot-by-Shot Analysis of Commercial: MLB 10: The Show featuring Joe Mauer and Kevin Butler

The ad: http://www.youtube.com/watch?v=GCAJw8vbJWc

The Shot	Meaning/Purpose
Joe Mauer inside the Twins clubhouse. A big, flat screen TV behind Mauer shows another man (presumably supposed to be a Twins player) playing the game he is advertising. Mauer is filmed in a medium shot.	This shot establishes Joe Mauer as the leading character in the commercial. The medium focus allows the audience to see both that Mauer is in the Twins clubhouse and the TV with the game in the background. The setting helps establish the credibility of the game—it’s being played inside a Major League Clubhouse. Mauer’s presence does the same—a Major League star plays this game.
Quick cut to Kevin Butler in his office at Playstation headquarters. Again, the game is shown being played on a large flat screen TV behind Butler. Butler is putting on a batting glove. And is also filmed in a medium shot.	This shot establishes Kevin Butler as the co-star of the commercial. The medium shot again does two things: it establishes the setting as Butler’s office at PlayStation and also shows the game again on the TV behind Butler. The setting in the office with the PS logo on the wall sets up Butler’s authority as a video game expert, but perhaps not a baseball expert.
Quick cut to scenes from the video game. Scene is “shot” from behind home plate at Target field as Mauer is at bat, from the third base line watching Mauer swing, from the ground as Mauer makes a tag out at home plate, and from the pitcher’s mound as the team celebrates. Butler voiceovers about how realistic the game is, commenting that it makes guys like him and Mauer—“who have no talent whatsoever”—feel like they’re part of the game.	This series of scenes displays the main claim/feature of the product: how realistic the images are. It also draws on Joe Mauer’s popularity by showing images o him specifically and quietly suggests another benefit—if you buy this game, you can BE Joe Mauer. The scene also sets up the joke for the rest of the ad: Butler acts like he doesn’t know who Joe Mauer is.
Quick cut back to Butler in office, putting on batting glove.	Reminder to audience who Butler is.
Quick cut to Mauer protesting that he’s the AL MVP.	This series of scenes that quick cut back and forth are intended to entertain and amuse the audience. Humor is employed here in the gag that Butler acts like he doesn’t know Mauer until Mauer one-ups him with the picture of Butler in the hat and swimsuit. Butler uses word play when he intones, “Well-played, Mauer.” He’s referring to both the one-up-manship with the photo, but it could also be taken to refer to Mauer’s skill at baseball.
Quick cut back Butler. He’s now framed in a medium close-up shot. He doesn’t believe Mauer.
Quick back to Mauer, saying his name in tone that suggests Butler should know Mauer’s name.
Quick cut back to Butler, who says Mauer’s name questioningly as he looks off.
Quick cut back to Mauer in close-up, who holds up a picture of himself and Butler together, with a very large fish. Mauer claims they went to Cabo together.
Quick cut back to Butler, who claims he’s “not even allowed in Mexico.”
Quick cut back to Mauer, who holds up a picture of Butler in a Speedo swimsuit and a sombrero and asks, “Then where did I get this?”
Quick cut back to Butler, who looks peeved and says, “Well-played, Mauer.”
Cut to image of the cover of “The Show” in three different formats for PSP, PS2, and PS3 (which is placed in the center and is the largest). The tagline written above the games on a banner reads “The most realistic baseball game ever.” The voiceover says the name of the game and tells you the rating.	Shows product packaging, emphasizing the PS3 version of the game as the best by placing it in the middle and making it slightly larger than the other two versions.
Cut to PS3 slogan and logo.	Quick plug for PS3 as best system for the game.
Cut to Sony logo.	Quick plug for Sony, the company that makes PlayStation systems and products.