Starbucks commercial

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In this 2004 commercial for Starbucks, the band Survivor follow a man on his way to work. By having him as the focus of the advert, it presumes that the white, middle-class, employed male is the typical American. The lyrics to Survivor's song 'Eye of the Tiger' have been rewritten to praise the man's "ambition" and having a "dream he will never let die". This relates to the idea of the 'American dream', showing that the man is embracing his full potential and aiming to better himself through getting promotions at work. It plays to the idea of the American as the hard-working and ambitious individual.

The commercial also appeals to masculinity and the frontier-spirit, by ending the advert with a picture of Starbuck's double shot espresso and the slogan "Bring on the day". This suggests the values of rugged individualism and rising to any challenge that life throws at you. The colours used in the final scene are earthy browns and the green of the Starbucks logo. Although brown is the colour of coffee and could have been used for that reason, it also reinforces the message of back-to-nature pioneering in the West.