The Sony stamina camcorder advert shows a crazy series of events unfold just after the batteries in a guy’s camera die out. This advert fits into the consequences template of Goldberg’s (1999) schema of templates. This is when an advert shows the implications of either owning or not yet owning the product the advertisers are trying to sell. More specifically, this advert fits into the inverted consequences version which warns of the consequences if you do not buy the product. It is obvious from the video that this is the technique the advertisers are going for because it warns that if you do not own this camcorder (which has extra long-life batteries) then you will miss the most exciting thing you could have filmed with your camcorder. People will not want this to happen to them so they will (theoretically) go out and buy the product. Then they can rest assured in the knowledge that if anything interesting happens they have their trusty 'stamina' camcorder working and ready to film.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing science, 18, 333-351.