0:00-0:01 – The video starts off by showing someone’s hand, which appears to be a light-tan color, and a bit of their wrist. Their index finger is extended and it is pressing a black button on a silver box against a blue wall. The rest of the background appears to change from blue, to white, and then brown. The hand is in the center of the frame, and in focus while the rest of the background is blurred out, the director wanted the person’s hand to be in the center of attention so the viewer can focus on the hand. The next shot shows the inside of a person’s home in a fish-lens style as if the person ringing the doorbell was looking inside the house through the peephole on the door. There is a person standing on the other side looking through the peephole through the inside of the house, and his face starts to get closer and closer to the camera. On the left side of the house, there is a white wall with an electric box painted over to match the wall. On the ride side there is a desk with a beige colored lamp that is turned on, with the lamp there are a ton of folders and books and above the desk there is a white board with post-it notes. The director wants us to assume that this person was doing some type of work for either school or a job, and is very stressed out from whatever task they were working on, because they do not have an organized desk. In the background, there is a room where some tall man is leaning against a counter and to the right there is a refrigerator. We can assume that this person lives is an apartment because the rooms are so close together, this ad is targeted toward New Yorker’s and the majority of them live in the cities in apartments and townhouses, so the director is trying to make this ad as relatable to them as possible

0:02-0:05 – The video cuts to the person who was looking through the door. He is standing in a new location that has a door on the right, a lamp on the left, and a gray floral background. The background has very yellow lighting, while the person standing in the middle has on a purple shirt. The director wanted him to stand out by wearing this shirt because yellow and purple are opposite colors. He looks extremely young and he is smiling and seems to be excited about whatever he is looking down at. He opens whatever he is looking at and we begin to see a part of a blue cardboard box. Once he sees whatever is in the box, his face immediately drops, he looks upset and confused. The camera pans down so the audience can see what is in the box, and we see a whole cheese pizza. Half of the pizza is flipped over onto itself and there is grease all over the box. The pizza is clearly messed up, but still edible. He looks back up to the camera and gives a look of despair. 

0:06-0:07 – What happens next in the video, is there are two people in a room that we assume to be a kitchen. There is a vent with pots and pans hanging on the wall below it. On the counter next to the pots and pans, there are a bunch of items such as peanut butter, cooking oils, supplements, and cleaning products next to two woven baskets. Underneath these items, there is a dishwasher with a towel on its handle, and a sink on the counter next to the cleaning products. To the left, there is an African American woman with short ombre hair that fades into blonde. She is wearing an olive green long sleeve shirt and light blue jeans. She has both of her arms up in a dancing position and to the left next to her is an orange lamp and an abstract painting on the wall. The hispanic man next to her has short, back hair and a blue shirt on. They are both looking at the phone placed on the counter in front of them. He has one arm up and the other downward and is also dancing next to her, but doing a completely different dance move. The phone is propped up on a stand with a ring light, and the phone is on a different table in front of them. They are both smiling and laughing, having fun together doing this dance. There are a bunch of items scattered around this table as well, like paper towel rolls, medicine, headphones, and pieces of paper. The director wants to set up this scene as being a normal american household, with normal everyday people like the viewers. Typically not everyone’s houses are perfectly neat and clean, so the director wanted the viewers to relate to these people. The two people dancing in front of the phone, trying to figure out this dance, the viewer can assume that they are making a tik tok, which is a very popular social media dancing app. 

0:07-0:10 – The camera cuts to a close up of the womens face where she is smiling and looking down at the phone while she is dancing. The rest of the background is blurred out so the attention of the view is on her, when she looks at the man next to her dancing, and as she looks back at the man next to her, her smile starts to drop. Her face looks almost disgusted. She begins to say something to him as she continues to move her arms in a circle. 

0:10-0:14 – Next up, there is an Asian woman looking in the mirror of her house, and there is small blue square tile to the left of the mirror vertically up the wall. She is applying red lipstick with a bright teal scrunchie on the same hand she is using to apply her lipstick. She is wearing a light gray hoodie with a gold choker necklace on. As she is beginning to put the finishing touches on her lipstick, the screen turns dark but we can still see the silhouette of the woman. We can assume as the viewer that the power went out. I assume that the director wanted to show that this person, like the rest, was doing an everyday activity. 

0:15- 0:16 – Still in the dark, there is a green suitcase on a bed. There are what appear to be women’s hands trying to quickly unzip the suitcase to find something inside. We can’t see much of what is going on in this scene because it is so dark, the director wants us to experience what the person in this scene is experiencing; total darkness which makes it difficult to do certain tasks. 

0:016- 0:19 – The camera switches to a shot of the opened suitcase, and we can see that there are two water bottles on the bottom of the suitcase. Above the water bottles, there is a bright red container, similar to the bright red lipstick that the previous woman was putting on. Against the dark, blue background the container stands out so whoever is looking for it, is able to find it easier. By putting this container against the contrasting brightness of the items, it is able to stand out to the audience as well. The hand reaches for the container and as the camera pans upward we see the same woman who was putting on lipstick, in the mirror she was previously at. Then, a single light turns on so we can assume the container is a flashlight. We then see that her red lipstick has gotten above her mouth due to the power outage, and she looks distressed and begins to say something in the mirror as she points at her lipstick. 

0:20 – 0:21 – The camera cuts to the same woman from before who was doing the tik tok dance. The room is still dark and she takes up the majority of the frame so we are only able to see her face. She tilts her head to the side and gives a disapproving look, but we do not see who she is giving the look to. The director did this on purpose, they wanted the viewer to be confused. Does this lady live with the women we saw before? Do they live in the same apartment building and everyone lost power? 

0:21-0:25 – We see the same green suitcase on the bed and this time, there are two pairs of hands, one darker pair that is connected to green sleeves, which we assume to be the women doing the dance, and another pair whom we do not know. They are moving the suitcase around and there are many items scattered around the suitcase. There is a plastic bag with some dollar bills inside, two water bottles, and there are a bunch of silver cans that we can assume there is food in. The words on the screen read “You can’t be ready for every little disaster”. We can assume that these people are preparing for a disaster because they are hurridly packing essential items into the suitcase. While this is going on, more words pop up on the screen that read “But you can prepare for a big one”. The director wanted to show that these same everyday people that their viewers can relate to, are preparing for a real emergency with essential items that the director strategically placed so the viewer will see, and pack those items as well. 

0:25- 0:30 – A change from the sudden darkness, up pops a white screen. This sudden change will catch the viewers attention, because if they were not paying attention before, they want to ensure that they are now. The contrasted black text against the white screen will stand out as well so the viewer will pay more attention to what it says. The text reads “Make an emergency plan today at NY.gov/readyny or call 311”. The information to reach the company is in bold print so they ensure that it stands out. The director also put the message in as few words as possible so it does not overcrowd the screen and whoever is reading it will get clear information. There is an image of a red backpack with items you could use in any emergency next to it. Medicine, a first aid kit, a gallon of water, radio, walkie talkie, and others are gathered around the backpack. Right next to the kit in bold black letters reads “Ad council” and next to it says “NYC emergency management”. 

After watching the advertisement, it is clear to see that the director wanted to show that disasters can come at any time. During the first scene, the young boy who was stressed about schoolwork, wanted his pizza. When the pizza was delivered to him it was folded all over, yet still edible, but he still looked distressed. This ad is targeted toward people who live in New York, and New York is known for its pizza. When New Yorkers view this advertisement, the pizza being folded over is seen as a “disaster” but nothing you would need to prepare yourself for, so the director wanted to start off the video with something lighthearted. The director casted this younger looking boy on purpose to show that no matter your age, a disaster can happen to you. Next up, the couple dancing in the kitchen was set up like any New York apartment, to appeal to the typical New York viewer. They were just dancing in the kitchen and when the woman looked over, you can tell that the other person’s dance would be considered a “disaster” because it is so bad. The director is still trying to keep things light hearted so the viewer is not turned away by negative emotions throughout the advertisement. The next scene becomes a tad bit more intense, the woman is applying red lipstick when her power all of a sudden goes out. She brings out her suitcase and is able to easily find a red flashlight. The color red represents danger, stress, and action all things that one would experience in an emergency. So, the director put the color in the scene and made it stand out so the audience’s mind will start, without realizing, feeling the emotions that the color red represents. The color red also could possibly allude to the American REd cross, which is the emergency assistance organization. We can see that her suitcase is already prepared with items, so she is able to overcome the inconvenience that she experienced only because she was prepared. The next scene shows people packing their own emergency kits against a dark background, so we can assume that the power is still out. The people are now hurriedly getting their emergency kit together, when they could have been prepared earlier. The director put white words against a black background, so that they stand out to the viewer, and portray the message that anyone could be ready for a big disaster. Next the screen changes to the contrast of the previous screen, which is a white screen with black text with important information to stand out to the viewer even more. There is an image of a red backpack at the end to furthermore allude to the representation of the color. The director uses a lot of pathos, or emotional appeal throughout the advertisement by casting this video with “normal” people doing normal things, so that the audience gets the message that disasters can happen to them at any time. Also by showing the main disaster at the end, being a power outage which is the most common type of disaster, the audience will be more likely to relate and convinced to start their own emergency kit.