0:00 – 0:03: A woman and a man walk out of a nice brick house in slow motion with smiles on their faces, looking confident. The woman is turning towards the camera from the door, so we know they just came outside. They pause for a second, the woman looks hopeful while the man looks ready for action. The woman has a child on her hip, and a little girl is walking behind them. The two kids look comfortable, they know these two adults, them being covered head to toe in baby and child gear. The woman has a sling, wrap, and a shark backpack in her hand, while the man holds a stroller, several stuffed animals and several backpacks. This suggests that they are a couple, with their two children. They both have a coffee in their hand as well. The lower angle of the camera adds power to these two. They are both looking out in the distance, feeling so confident to not even worry about the present anymore, just the future. The mom flips her hair, and a close up shows her smirking as she looks towards her husband self-assuredly. They seem to be a pretty healthy, middle class family. It’s a sunny day and the family is preparing for an outing. They all have nice, colorful outfits on.

0:04 – 0:07: We see the younger daughter make her way in front of the parents, grabbing at some rattle toys hanging from one of the backpacks the dad is carrying. He is looking down talking to her, but the daughter’s pulling upsets the balance of everything dad is holding. The stroller falls off his shoulder, and we see he now has a half eaten bagel in his mouth. The mom is seen behind him watching this unfold, looking worried. Previously they had been walking side by side, but now the mom is more behind the dad. The daughter is smiling gleefully, she is a trouble maker. What confidence they had earlier is instantly gone. In the matter of seconds they go from confident and prepared to rushed and overwhelmed. The parents started off in control, with the daughter shown behind them, but she made her way to the front, and reminded them of who really runs things. These few seconds are cut up through several shots, each less than a second. This hectic editing helps the audience feel just how fast and chaotic this couple’s life is.

0:08 – 0:11: A close up mirroring the moment from before of moms face shows her distress as she goes to try and help the dad. However, her son starts to slip from her hip, so she has to jump and readjust him. The dad is behind her now, picking the stroller back up. As the mom adjusts her child her mouth is open as she struggles. Her son just smiles. As the dad holds his coffee back up, we see the other backpack now slip from his shoulder. We see his lips start to swear, and his frustration is evident. We see the daughter again pull on one of dads toys, and he fruitlessly tries to fit the bagel back in his mouth. They are swamped. Our eyes follow the action all across the screen, from the mom to the dad. This constant movement gives us stress, and emphasizes just how hard these parents are working to raise these two kids. There is constant stimulus on the screen, almost as constant as annoying kids can be.

0:12 – 0:16: The mom has regained her composure, but her face isn’t as confident as before. She walks in front of her husband again, and we can see him struggling to get the stroller strap back over his shoulder, bagel still in his mouth. She is desperate to keep moving forward. We get a close up on dads legs, as he walks awkwardly trying to keep everything balanced. He shuffles side to side trying his best to keep moving. He is struggling, but he’s giving it everything he’s got in order to keep moving forward. The next shot shows them all in line, the daughter in front with a big open-mouthed smile on her face, the mom not too far behind looking down at her son on her hip, and the dad in the back getting up after picking up some toys from the ground. The daughter being placed in front reminds us that the parent’s catastrophe was her fault, and even when the parents were confident, she’s always one step ahead.

0:17 – 0:19: The family makes it to the car. The daughter drops her stuffed animal on the ground. At the same time, the mother puts her coffee up on the roof of the car. These two actions happen simultaneously, adding to the hectic scene. Dad follows close behind still holding everything. The daughter waits near the car door, next to her dad as it opens. We go back to the mom has her son points inside the car. She starts to lift him towards the door. Both parents start to get their children inside, they have finally made it with all of their things to the car.

0:20 – 0:23: The daughter sits in the carseat smiling, eating some cheerios. Her dad looms over her, also with a smile on his face. He looks relieved to finally have her in the car sitting down, but the daughter isn’t smiling for the same reason. He reaches over and locks her seatbelt. We quickly jump to the next shot, and the daughter is flinging her cheerios all over the place, and hitting dad in the face. Her mouth is open, presumably screaming in delight. The dad’s face is yelling in annoyance. He let his guard down once he got her locked in, and now there are cheerios flying through the air. The entire scene is cut on action, meaning each shot ends and starts with the movement of characters. This keeps the scene moving, and shows us just how busy these parents really are.

0:23 – 0:25: Both kids are in the frame here, the daughter is a bit blurry but we can see her smirking. The son is behind her, and we see the mom leaning over him to lock his carseat. She’s got her mouth open, presumably saying something to her son. He looks forward in a blank expression. The son doesn’t seem to cause as many problems as the daughter does. He is more quiet. We get a close up of the mom locking the carseat, and her wedding ring sparkles. The slow motion of the locking is satisfying, as the parents have finally and successfully gotten their kids safely in the car. While it was extremely hectic, we can see that the family really cares about each other. The entire ad is in slow motion, and this focuses us on just how fast things can go wrong and become frenzied. The one thing that isn’t complicated, is the locks on the carseat.

0:25 – 0:30: We get a blue text screen with pop-ups showing multiple different carseats. White text directs you to the NHTSA website.

Post-audio analysis:

Well first of all this entire ad is in Spanish and I didn’t even notice. Pretty funny. But anyway, it’s saying something alone the lines of; not everything will go smoothly, so make sure to get the important things down, like having your kids in the right size carseat. Along with the narrations, theres a fun upbeat song in the background. This song is confident, and fits well with how the parents acted in the first few seconds. The music continues through the parents struggling, showing that even though its tough for them, they’ve still got it. The one thing the parents had completely down, was getting their kids in their carseats, and that’s the point of this ad.