research: jet phone advert

This advert for the Jet phone features lots of fast cuts, where the rapidity of the cuts increases with the dialogue, to create suspense. This is the extended version of the advert, lasting a minute, whereas the shortened TV advert lasts 15-20 seconds. In the TV version the fast cuts are used more frequently and thus creates more suspense.

I have noted down the timing of the cuts in 10 shots segments, the results were as following:

Shots--------Time into advert---------Seconds
8----------------0-12-------------------12
10---------------13-22------------------9
10---------------23-30------------------7
10---------------31-36------------------5
10---------------37-42------------------5
10---------------43-48------------------5
10---------------49-54------------------5
3----------------55-61------------------6

The results show that the advert builds up slowly, with 8 cuts taking 12 seconds, then bursts into life, as does the music and the narrator. The music and narrator are integral to the advert to promote that enrgetic essence, for having a soft calm voice over in an advert with fast cuts wouldn't portray a 'super-fast phone'.