Humans: Persona Synthetics TV spot analysis

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Marketing - The process of actively selling a product. You are offering the potential consumer an incentive towards buying it. 

Distribution - Giving a media product out.  

Circulation - The total number of times a product has been viewed or bought.


Humans has been distributed in a number of ways, from Channel 4, AMC, and STV then to  Netflix. 

Spot Advert - 30 Second TV spot during ad break, which in turn is used to finance the tv shows. 

Persona Synthetics 30 Sec Tv spot:

The marketing campaign for Humans is seen as atypical, as well as subversive. Unlike the vast majority of other tv show marketing/promotional campaigns. 

The advert does not directly inform the viewer that it is an advert for the tv show 'Humans' but instead it advertises the in-universe synths. 

It doesn't feature any of the cast members, despite their well-known faces potentially having the ability to bring in viewers.

Makes usage of guerilla marketing (when a product is advertised in an unconventional way) which in turn leads the advertisement to become more memorable as it stands out from the norm that viewers are used to.

https://www.personasynthetics.com/

This leads to viral marketing or word-of-mouth, spreading like wildfire to get people talking online and in-person about the advertisement.

Due to the advert's digitally convergent nature (The # Hashtag) alongside the functional website I linked above, it leads to more viewer engagement with it, especially from the younger audience that is more likely to follow these links/ hashtags up in order to learn of the 'product'.

The color-grading of the advertisement is completely different from the TV show, whilst the ad itself is far more cinematic than a lot of regular ads.

The narration is done by a woman with a high-end British accent, which may catch the viewer off guard in comparison to the narrators they are used to promoting such products.

Some viewers of the advert might entirely miss-the-mark that the synths in the advert are fake, seeing as it is genuinely half-believable to trick or fool someone if they arent on their toes.

Much like Orson Welles' 'War of the worlds' radio drama, this advert makes usage of augmented reality, it is advertising a product that only exists within the diegesis of the show.

Diegesis - In the world of the narrative

We as the audience as situated within an extra-diegetic mode of address. We are outside of the world of the narrative. We are seeing the exact same adverts in verbatim with what the characters of the show would be seeing. This position we are put in is an extremely involving and novel mode of address in juxtaposition to usual tv ad spots.


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