This ad campaign for 'K-Swiss' has gone down the route of the main character playing a character that is egotistic and ballsy.
In terms of shots and camera angles used in this advert, the basics such as a wide shot as shown in the image above, and close up.
Another used is the low camera angle shot as shown in the image below. This emphasises Kenny Powers' character traits as the dominating role in the advert. In this scene he informs the former boss that he will taking over the job. Simple camera angles used help convey this.
As the advert plays on, the scenes are cut short and fast, the general pace of the advert is quick also, this helps to keep in time Kenny's fast talking pace also, it wouldn't make sense if Kenny was speaking quick while the scenes were slow and long.
The rule of thirds is also used in other scenes for example as shown below,
this is the scene from a wide angle shot
the subject is facing towards the right of the screen and is placed closer to the left side of the screen, this helps to tell the viewer who he is talking to without showing the other people, the framing here has definitely been considered.
This scene follows the same principle, the subject is looking towards the left of the screen to indicate that her attention is facing Kenny Powers and she is placed towards the right of the screen.
These simple framing techniques help to keep interest with the viewer by changing shots but helping keep the focus on the action still going on in the scene overall.
The lighting of this advert is flat, it has not used any high intensity lighting, neither are there any shadows seen in most of the scenes, the director has most likely tried to replicate realistic daylight light in most scenes. This could have been done to help emphasise the type of mood the advert is trying to portray, as there is comedy and general spontaneity in the advert, having dark shadows cast in the scenes would only evoke emotions such as fear or anger in the scenes.
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