0:00–0:01

At the start of the commercial, there’s a family – a mom, a dad, and two kids. The dad, maybe in his forties, is carrying a stroller and a bag of toys on one side, and on the other, he’s got a bagel and a cup. The mom, a bit younger, flips her hair and has a bag with more toys, and maybe a scarf. She’s got her hands full with the youngest, a little boy, plus a backpack and a juice box. The older kid, a girl, is happily walking with them. Their house is in the background, kinda like a ranch with a white brick door.

0:02-0:05

Then, the mom flips her hair again, and they start walking away with all their stuff. The dad’s talking, looking at his wife and daughter. The camera zooms in on the mom, who’s got a confident smile. It’s like they’re going on a little adventure.

0:05-0:09

Suddenly, a turning point occurs as the daughter grabs a toy, setting off a chain reaction. The stroller slips off the father’s shoulder, and the mother’s demeanor shifts from poised to frustrated. The father grapples with the stroller, and the mother, holding the little one, appears fatigued. This comical scene, a relatable snapshot of family life, marks the transition from harmony to a moment of chaos.

0:09-0:14

The scene evolves as the father drops bags, the daughter persists in her quest for the toy, and the stressed mother engages in a non-verbal exchange with her. A close-up captures the father biting into a bagel, attempting to manage the unfolding situation. Meanwhile, the mother, looking stressed, strides ahead, introducing an element of tension.

0:15-0:22

The father struggles to walk, dropping bags, while the daughter continues tugging at the toy. The mother walks ahead, visibly stressed. The family arrives at their car, and the daughter casually drops her belongings. The mother places her drink on the car, and the parents proceed to buckle the children into their seats. A close-up frames the daughter’s seatbelt being secured, emphasizing a brief moment of stability in the midst of chaos.

0:22-0:26

Unexpectedly, the daughter erupts into a popcorn-throwing frenzy, surprising and frustrating the father. Meanwhile, the mother effortlessly secures the son. This sudden twist adds a layer of humor to the unfolding narrative.

0:26-0:30

The scene transitions to a blue screen featuring four small images: an infant car seat, a toddler car seat, an adult car seat with a visible seatbelt, and a standalone seatbelt. This serves as a visual segue, likely intended to initiate a conversation about the importance of car seats and seat belt usage.

Visual Rhetoric:

The director’s deliberate choice in showcasing scenes that underscore the inherent messiness of parenting serves to emphasize the elusive nature of achieving perfection in the challenging realm of parenthood. Despite meticulous parental preparation, the inevitability of challenges is vividly portrayed, particularly in moments where apparent confidence gives way to chaos, such as the disruption caused by the daughter to the father’s composure. The overarching message is resoundingly clear: as long as parents are committed to doing their utmost to ensure the safety of their children, the trials encountered along the way are ultimately manageable. This central theme finds poignant expression through the thematic emphasis on the critical aspects of seatbelt usage and overall car safety. In terms of logos, the ad subtly implies a familial preparation for an upcoming journey, evident in the diverse array of belongings being systematically transported towards their vehicle. On the pathos front, the scenes depicting parents grappling with the complexities of managing their children and possessions evoke a nuanced emotional response, combining elements of sympathy and humor. This emotional resonance is heightened by the relatability of these commonplace struggles. Ethos is effectively established through the Ad Council’s production, aligned with the National Highway Traffic Safety Administration, a government agency. The ad’s credibility is further solidified by prominently featuring the link to the government agency at the conclusion, thereby enhancing the perception of trustworthiness and reliability among the viewing audience.

YouTube. (2021, September 20). Child car safety | I come correct :30. YouTube. https://www.youtube.com/watch?v=eOfYNJNh1I8