Begins with an monochrome extreme close up of a shirtless man. He has a rustic look and Glazer doesn't shy away from showing his imperfections. Glazer uses his recurring motif of horses by incorporating them into the waves via CGI. He also uses the technique of freeze framing however, this is a feature of his adverts and not of his music videos. Cinematic appearance as its shot on 35 mml. This quality appearance prevokes dramatic imagery so that almost any still taken from the film would be a breath taking imagery; this creates an impact aesthetic.
Like most of his other work the advert is about male masculinity overcoming or defying nature. He shows this through holding on a shot of the successful males face at the begining and then exapanding to show all four males as shirtless; facing nature full on. The culminates in the celebration of the man who successfully rode the wave.
The advert also contains a intertexual reference to 'moby dick' via the scottish voice over by saying: "So here's to you, Ahab".
http://www.cengage.co.uk/yeshin/students/guinness.pdf
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