I thought that this commercial was really cool (albeit, a bit creepy). I am a big band of the Beatles and John Lennon, so it made it even more awesome to hear how they used different vocal clips to create the desired message.
In regards to intertextuality, I think that vertical intertextuality was most important for the message is to be received effectively.
Vertical Intertextuality: My prior knowledge of the Beatles and John Lennon himself was important. The knowledge of John Lennon’s political activist history was helpful in identifying with the product. Lennon fought for love, peace, and the unity of the human race, so I can attach those ideals to the concept behind giving computers to children in Africa – in order to support equal opportunity and help those in need. And, knowing Lennon’s song “Imagine” helped me connect the values present in the lyrics to the product as well (harmony, peace, etc.) Without this information, the viewer may not possess the tools to receive the message properly, which would ultimately make the ad unsuccessful.
Horizontal Intertextuality: The only horizontal intertextuality that really jumped at me was my previous experience with celebrity-endorsed charities/products, like those for St. Jude Children’s Research Hospital. For me, this gave the ad credibility because it to was being endorsed by a celebrity.
Overall, this ad relies heavily on intertextuality to successfully convey its message, without it people would be unaware that the information it was trying to communicate. I like this ad though, although using the voice of a deceased artist could be considered a bit distasteful, I thought it was pretty clever. John Lennon probablly would have supported the product personally if he was alive today.