TV ADVERT PRODUCTION - Task 4 - Planning For Pitch

Outline Proposal:

I am intending to plan and develop and advertising campaign behind a fizzy drink brand aimed at mainly girls (but also suitable for boys) aged 14-18. I propose to create a healthy alternative that appeals to students in the competitive existing market. My aim is to promote a fruity fizzy drink that is presented as an indescribable, fresh, new choice in between the vast numbers of unhealthy, sugar and caffeine filled bottles already on the shelves. The main focus should be on the fruit itself taking the colours of the ingredients as a palette for my typeface and logo. My idea should be marketed as new and suitable for all kind of teenage social occasions such as breaks between classes and lectures, at the cinema, at the park with your friends and many more. The concept of happiness in summer will run strongly through all design aspects.

Brand:

Logo – using the fruits used in the actual drink I arranged a compact logo that is bright and eye-catching to stand out on the shelf. I played around with different arrangements until the items came together as a logo rather than a collection of pictures accompanied by the brands name. The three colours of the Z's resemble the three fruits in the drink. This could easily lead to an extension of the product range. For example, another Fizzz drink with strawberry, kiwi and peach flavours could use green, red and 'peach' as a colour scheme for its typeface.

Slogan – As the drink is promoted as quite pure with simple ingredients I wanted to reflect this in the slogan. It’s also catchy and memorable as its short and uses loose alliteration.

It’s Fresh. It’s Fruity. It’s Fizzz.

Typeface and colours :

 The font I have used for the logo and slogan is “Segoe Print” as I believe its young looking and fun but still simple enough to be legible. The text as it’s bold and unisex as not to stereotypically target either sex as my product will be perfectly suitable for both boys and girls. The colours are warm and happy which supports the theme of summer and carefree happiness that I’m trying to create.

Imaginary Profile of target audience:

Name- ‘Alexis’                                  Age- 16                                 Occupation- Student        

Hobbies- hanging out with friends, cinema, reading, writing music                                

Favourite music- mainstream indie and rock                                    

Lifestyle- quite busy with college and social occasions, but always makes time for her friends                                      

Lives in town with a middle class family and younger siblings                                 

Wears in style clothes with her own personal touches, finds her health and diet important but is still just as casual as any another teenager                                    

Outlook on life- always optimistic, loves summer, just wants to have fun and be comfortable in her own skin and around her friends.

Synopsis:

A student just like me and you stands in front of a camera and a plain white background and struggles to describe the drink they just tasted. They can’t find the words because the drink is so new and superior to any others before it that no words exist to describe it. In between these shots of people will be extreme close ups of the fruit used in the drink, whether its an orange being cut in half or a semicircle of a watermelon held in front of someone's face as a smile. Every now and then a shot of the drink itself will also appear, with the camera so close that the bubbles of ‘FIZZZ’ can be seen by the audience.  The cuts will be short and fast with the whole vibe of the advert relating to the warmth and happiness of sunny summer days.

Treatment:

‘Fizzz’ (my fizzy drink brand) is a fun, fruity fresh drink aimed at students. Whether it’s at the cinema, on the park catching some rays or in a study session, Fizz is perfect for that naturally uplifting break students need. Made from real watermelons, oranges and lemons, you can carry around the sunshine of summer in a bottle! ‘Fizzz’ can be compared to nothing else out there, it’s that good! So try and describe it after you’ve tasted the bursting brilliance of flavours and the tongue tingling fizz because we believe there are no words out there that can really convey the intensity of FIZZZ.  I want to capture this happiness and concept of summer in the advertisement. I came up with the name as a sort of play on words as soft drinks are sometimes referred to as ‘a bottle of fizz’ and so by putting another Z on the end it becomes a brand name, you can actually ‘buy a bottle of Fizzz’.

The target audience of my advert is obviously therefore students aged 14-18, mainly girls but I will be trying to target both sexes. As students do not have a lot of money I will be marketing my product as mid market as not to stop my target audience actually affording what they see on the advert. I will target this audience by using students as actors in the advert, referring to teenage activities in the script, (e.g. “I drink it at the cinema/in between lectures!”) and writing the script from a teenager’s perspective so it sounds chatty and informal. Also, the song I will use to accompany the images and speech is by a band that is popular with many audiences including the imaginary profiler – ‘The Ballad of the Beaconsfield Minors’ by ‘FooFighters’. I will convey the fact that the actors are of student age by using any Mise-en-scene such as clothing to reflect this.

My advert will just be filmed in front of a plain white background to bring full attention to the words of the actors and the images of the product and its ingredients. The location of my shoot will be a photography or TV studio situated in college itself and so there will be no travel or hire costs, permitting that the studios are available for use. If they are already in use we would have to improvise with the plainest wall we could find. The budget for filming will be small as there are no travel concerns and the props (fruit and fizzy water mostly) should cost no more than £20 at most.

The keys shots of my advert will be CU’s and ECU’s of props, alongside MS’s and 2S’s of the actors. I want to create some really interesting scenes using the camera as well as post production editing such as cutting up the fruit and then rewinding the footage so the fruit comes back together again. The editing will be short and fast as I want to achieve as many shots as possible in the 30-40 seconds of air time we are given. They will be made up of creative shots of the fruit found in the drink to emphasis the presence of real fruit in the ingredients, subliminal message shots and people trying to describe the drink. The whole concept of the advert is that the actors cannot find the words to describe the drink , therefore making a simple script including short lines such as “It’s Just soooo...”, “You know how it just...” and “I take it to lectures all the time”. This is to give the impression that the drink is good that it’s indescribable and new. The subliminal message shots are an advertising technique. Using pictures such as people smiling or laughing will unconsciously imprint the idea into the audience minds that the drink makes you happy. Other advertising techniques I will use include Enigma and Teasers (as the actors cannot describe the product it keeps the audience guessing), USP’s and Avante Garde (with the focus on the large quantity of REAL fruit in the drink it gives the impression that this drink is better and ahead of any other before it).

The advert will end after the bottle has been placed on a flat surface by one of the students and the slogan has appeared on the screen (almost to answer the audience’s questions about what the product actually is). This will be followed by “Try and describe Fizzz to us on Facebook”, bringing social networking into the advert as this is popular with my target audience. It also gives the audience something else to explore about Fizzz and could lead to more advertising. The main idea that needs to run through every element of the advert is fun. The period of summer is commonly related to happier times and with the bold colours and enthusiastic actors we can create 30 seconds of distraction from real life that will leave our audience smiling and most importantly remembering the product.



TV ADVERT PRODUCTION - Task 3 Part 2 - 1-1 Interview

I asked four students (similar to my target audience) the 6 questions below in one on one interviews to find out their views on fizzy drink brands and adverts. This is what I found...

Questions:

1.       Do you prefer adverts with or without music and why?

2.        What is your favourite advert at the moment, what made it stand out from the others?

3.       What do you believe is the most popular fizzy drink brand out there?

4.       As a student, would you rather see other students in an advert or older people that you aspire to be like?

5.       What do you think attracts you most to the product on an advert? a) logo b) slogan c) acting d) other (please state)

6.       Would you be more inclined to buy a drink that said it contained real fruit rather than flavours or is that not something that concerns you in a soft drink?

Answers:

1. I prefer adverts with music because images are more exaggerated by hearing a familiar song and a good advert will use a song that relates to the product so it sticks in your mind

2. J20 because they make me laugh and they’re clever!

3. Coca Cola

4. Older people who I aspire to be like

5. D – music

6. Not something that concerns me – I tend to drink a soft drink when I really fancy one, regardless of the fruit content – usually I just need the sugar hit!

 1. I prefer adverts with music because it just makes it a bit more interesting to watch also if you're out of the room and you hear the music you'll know what advert it is.
2. My favourite advert at the moment is probably the old spice advert because it's quite funny and it's quick and short and gets to the point.
3. Coca Cola I think
4. I'd probably prefer students because they're people you can relate to.
5. Probably a slogan because it's one of those things you remember especially if it's a funny or catchy slogan.
6. To be honest I don't really mind it doesn't concern me

1. With music because they’re more interesting and sometimes really catchy

2. The burger King Whopper advert because I love the song, it makes me really happy every time I see it

3. Maybe Pepsi or coke it’s between the two

4. People my age but not acting to be all popular and cool when they’re actually like 27

5. Probably the slogan if it’s clever and the colours have to be happy

6. It definitely catches my attention but it’s got to be fizzy too!

1. They don’t really need it if there’s a lot of talking, maybe just in the background?

2. The skittles one where whatever he touches turns to Skittles because it’s something you obviously don’t see in real life

3. Tango because their slogan “You’ve been Tango’ed” is pretty famous

4. People I look up to like celebrities

5. Other- how smart it is, if you watch something that’s made really well you’re going to think the product is good quality too

6. Yeah I guess, stuff like energy drinks just full of crap make you feel really unhealthy and you don’t buy it again.

Looking at the answers I obtained from these four acting as a cross section of my target audience I have discovered the following. Most people do like music in adverts but there doesn’t necessarily have to be actual singing if the advert is interesting enough. Humour or something never seen before are great ways for an advert to stand out from others. Coca Cola seem to be the assumed most popular drink brand worldwide. The target audience want to see someone like them in advert that they can relate to rather than someone older trying to seem like they can relate to teenagers. The slogan is an important factor in the advert as well as originality. And the attitude towards fruit in a fizzy drink being important seems to be split both ways. I will try to take all of these conclusions into account when planning my advert and pitch.



TV ADVERT PRODUCTION - Task 3 - Questionnaire

I asked a group of people similar to my target audience which of my ideas they preferred. One element at a time I chose the most popular answer to compile my advertising campaign for fizzy drink. This is what I found...

The 'winning' answers are highlighted in yellow...

Question 1 - Which song (after listening to the intro for 30 secs approx) do you think defines happiness and summertime the best?

Track 1- 'Fireweorks' by 'The Whitest Boy Alive'

http://www.youtube.com/watch?v=gHSaYLeeiQ8

Track 2- 'Taper Jean Girl' by 'Kings Of Leon'

http://www.youtube.com/watch?v=6MBgQWq6cfw&feature=related

Track 3- 'Ballad of the Beaconsfield Miners' by Foo Fighters

http://www.youtube.com/watch?v=WYEGybBsM5k

Question 2 - Which of these three flavours would you be most likely to buy?

Flavour 1- Watermelon, Orange and Lemon

Flavour 2- Pineapple, Orange and Lemon

Flavour 3- Orange, Lemon and Lime

Question 3 - Which name sounds like a real fizzy drink brand?

Name 1- Friutfizz

Name 2- Freshfizz

Name 3- Fizzz

Question 4 - Which logo would attract you to the bottle most? (I made each logo on photoshop myself using photos found online)

Logo 1

Logo 2

Logo 3

 Question 5 -  Choose your favourite slogan.

Slogan 1- It’s just fruity fizz

Slogan 2- It’s fresh. It’s fruity. It’s fizzz

Slogan 3- It’s fruity and fizzy. It’s just Fizzz

Task 2 - Primary Research 1 - Part 2

I analysed the TV advert for Starbucks new Frappuccino released in 2011.There is no real narrative to the advert, but it promotes the new launch of their signature Frappuccino, a cold ice and milk drink made with or without coffee and other flavours chosen by the customer in store. The editing is extremely fast with quick cuts and short close up shots all edited together to make an almost collage of words, sounds and pictures to advertise the product. The cinematography is very creative with all these different elements presented on a white background with a mixture of slow motion and fast forward techniques used on objects, people and animated effects. The Mise-en-scene includes blenders, ice, chocolate, milk and other components of the drink along with the Starbucks logo and people of all races. The advert represents the actors/actresses as men and women of a student age, the type of ordinary everyday people that would have time to go to Starbucks with their friends between lectures. I believe this is how they target their audience who are of a similar age and class as those in the advert. The sound is made up of effects and words that are carefully structured to make an almost spoken soundtrack to the advert, rather than any music. They use onomatopoeia and words that are as satisfying to hear as say which are compound, key words such as “Bliss” keeping the attention span of the audience as the scenes change so quickly. The genre of the advert is very stylistic and artistic and different from anything else around in the drink market at the time. There a few ideologies used within this ad, theories such as Avante Garde, USP and subliminal messages. The use of Avant Garde not only puts the product ahead of others but also itself, as it’s promoted as better than their own original Frappuccino. “The new however you like it Frappuccino”, suggesting that they have improved their method of making the drink beyond anyone else and their selves is a unique selling point. In between the fast cuts are almost random images such as remote control flipping dogs and piñatas. These are subliminal messages harking back to the fun times of childhood that Frappuccino supposedly brings back into your life. There are also a lot of aesthetic references to things exploding, bursting or smashing for example a firework. These are obviously relating to the explosion of flavours that you taste when drinking Frappuccinos, a clever and almost subliminal method of describing their product. I believe that this advert campaign is very successful as its striking when first viewed, different from others in the market and has appeared in cinema screenings, a strong force of advertising.



Avante Garde "New"...




Extreme Close Up shots...




Starbucks Frappuccino with logo...




A range of people...



TV ADVERT PRODUCTION - Task 2- Primary Research 1

I analysed the TV advert for a fizzy fruit flavoured drink called Vimto released in 2011. The narrative of the video is basically cartoon fruit pulling up in a car alongside a car of women at a red light. They use the hydraulics of the car to impress the women but end up squishing together and creating the drink Vimto. The editing includes a lot of moving cuts and angles of the car as it bounces and the clever animation of the large raspberry, blackcurrant and grape who also talk. The cinematography seems to use white and bland backgrounds and clothes, portraying life as bland until the colourful Vimto fruits bring vibrant fun along, proposing that is also the effect of the drink. The Mise-En-Scene includes palm trees and open car roofs and a window, suggesting the advert is set somewhere hot, maybe where you would be in need of a refreshing drink. The street is very ordinary which makes the women stand out in their flashy convertible. The representation of these women is seemingly young, quite wealthy and attractive that would be out of the ‘fruits’ league. They would also be hard to impress with nothing less than the best and if they can like Vimto then it’s good enough for anybody. This is a type of ideology relating to the bandwagon or even snob appeal theories that the product is in another league to other products, just as the women are. The advert also uses wit and humour of the talking fruit to make it different to other drink adverts out there. They rely on three lines of speech, almost each their own slogan. “Hello Pretty Ladies” said by the fruit in an audibly attractive accent almost becomes a well known saying when repeated on the TV each advert break, “Bounce and Boom” which features in the accompanying song (a mix of hip-hop and reggae) works in the same way and the official slogan “Vimto, seriously mixed up fruit” which is a play on words as the fruits in the advert appear slightly crazy and the drink is supposed to contain a mix of different fruits. All three use compound words that create short sentences, in keeping with the short attention span of the adverts’ audience. The target audience for this advert is young men and women, an age range of 18-30 that are of a higher class than working but not yet the most successful either. As the women are impressed by the drink in the advert, other women like them may be persuaded that it is a good product and the chosen women in the advert are attractive in order to attract the male audiences. I believe the advert was and is successful as it is audibly engaging and visually entertaining leaving a lasting impression on the audience so when they see it next they recognise the noticeable elements of the advert as Vimto.



Fruit bouncing in car...




Slogan at the end of the advert ...




Hydraulics performance....




Animation...



TV ADVERT PRODUCTION - Task 1 - Secondary Research



David Beckham - Pepsi Campaign

 PEPSI:



Bandwagon technique - Targetting Women Who Want To Be Thin

 

Sofia Vergara - TV Advert



The target audience of Pepsi and their advertising are men, probably between their early 20s and 30s. The demographic seems to be the upper working class, aiming the product at men and sometimes women too (with the diet range) who are starting their journey up the business ladder. This is the target audience I deciphered when studying the types of people portrayed in the adverts. The producers have targeted this audience by likening characters in the adverts to the stereotypical profiles they have created; for example, one advert sees 3 young men at work tricking their boss into thinking he’s seeing strange things and consequently going home, leaving the men to watch sport on the office plasma and drink Pepsi. This perfectly portrays the type of person that Pepsi are trying to target, the young business man with a mischievous young personality. They also strongly depend on the testimonial advertising technique, using celebrities to endorse the product. David Beckham had a contract with Pepsi that lasted for a long time and saw him appear in numerous print and TV adverts for the fizzy drink product. Such a famous and iconic football player supporting the brand puts a lot of weight behind the campaign and again perfectly targets the target audience as young men stereotypically all love sport. Recently David Beckham appeared alongside Sofia Vergara in a Diet Pepsi TV ad that targeted both men and women as she is not only seen as a sexy actress for the men but also an iconic strong woman for the women to idolize. This particular advert therefore had a touch of humour and immense star quality that promoted the product very well. The colours used within the logo and product label are red, white and blue, symbolising patriotically the American flag as Pepsi is an American brand. The circular logo, although has slightly developed throughput the years, is very well known and recognisable as the brand of soft drink, Pepsi.

COCA COLA: 

 

Coca Cola Is The Original

 

Times Square Advert







 

Christmas TV Advert



Although Coke has released audience specific campaigns, the main targeted audience is families, Adults and children of all ages in a demographically “perfect” family structure. This is most apparent in their Christmas TV adverts that show families gathered together drinking coke whilst waiting for Santa on Christmas Eve. They use the now famous coca cola truck in the annual ads to symbolise the Christmas spirit of coke arriving in December worldwide. The advert producers target this audience by promoting this happy family and suggesting that cola will bring your family the same happiness. Their Open happiness advertising also promotes this idea that their soft drink will somehow improve your mood or life. The coca cola brand and logo have become so internationally famous that many of their adverts simply rely on the logo to promote the recognisable product that has become a common household name. Billboard advertising is easy to achieve for this fizzy drink and has become a famous feature in New York’s Times Square. They rely heavily on their USP, that nobody else knows how to make coca cola and although many have tried to produce a version of their own (for example Tesco Cola) no one has yet succeeded in creating the exact same recipe. Coca Cola has been around for many generations, meaning all ages are aware of the product and keep buying it so the USP being repeatedly used within their advertising obviously works for this particular brand. Their copyright typeface is a red and white scripture that appears on most of their products; however the newer cans have in the last few years sported the shortened and commonly used name ‘Coke’ instead.

 FANTA:

 

Colourful Print Ad


 

Young Cartoon in TV Ad




 



"Real Fruit"



The target audience of Fanta and their advertising are young men and women, between their teenage/student years and late 20s. The newest TV adverts are animated and feature this age range of people enjoying Fanta and spreading the vibrancy of it around town, with older generations frowning on their noise. Fanta is a fizzy fruity drink that is marketed as a young fun beverage rather than something you would drink after a long day at the office or out at dinner. This is how they target this audience by promoting is as a fun alternative to boredom during Uni assignments or drinking it with friends when hanging out in the daytime. In the advertisements (TV and print) colour is the main feature, using the original colour of Fanta (orange) as an aesthetically attractive hook. The adverts stand out from the ‘dull day to day’ colours that are taken over by the infectious orange that touches everything, just as the music does, another large part of teenage and student life. The magic ingredients advertising technique has been twisted to make the product seem different to other similar brands. By repeating the image of a fresh orange slice and stressing the presence of “real fruit juice” in Fanta, it gives the impression that it is somehow healthier and better than any other fizzy fruit drink (which could also be seen as a USP). As Coca Cola rode on the back of Christmas advertisement, Fanta very much focuses on summer promotion, hinting that this drink will make any day feel like the weekend or summer. As summer is perceived as a happier time due to the weather, the brand wants to link itself to this same mindset. The logo has changed over the years but has always stayed orange, of course depending on the flavour of the drink. As the Fanta empire grew, new flavours such as lemon were released and the logo changed colour to suit this. The typeface with the small green leaf however is always the same and the fruit slice commonly features nowadays.



REDBULL:



Popular Slogan




Energy drink


 

Sponsered Event

 The target The target audience for Red Bull is men, 20-30 years old whose lives are full of high action sports and activities. The drink gives you energy through high levels of sugar and caffeine and this is angle the advert producers take to promote the brand. As the product is closely linked to a variety of different spectator sports and stunts, the main target audience are consequently men as the media is stereotypically targeting the widest audience possible, and concentrating on aiming their product at men would be more effective than trying to expand their idea to suit women as well. Red Bull sponsors many sporting events such as racing and stunt shows alongside high adrenaline situation events. This is a massive form of advertisement to them as the name and logo is seen all over the event and television. The actual advertisements for the drink itself contain a recognisable slogan, “Red Bull gives you wings”. It refers to the high and fast energy that Red Bull gives and suggests that the drink can help you achieve the impossible (like flying). The red, white and blue colours of the product packaging are patriotic of the Thailand flag where the drink originated from. The design of the can shows four squares, almost like the starting flag of a race. The logo is recognisable as belonging to this particular product but the slogan is also how the drink is recognised.

SHLOER:



Shloer at Dinner




"Best Served Shared"




Women Drinking Together



The target audience for Shloer is women of a wide age range, middle – upper class that would typically throw dinner parties or have their girl friends round for a chat. Shloer is marketed as a wine inspired alternative to alcohol and therefore provides a beverage for such occasions. I think they have targeted this audience as there was obviously a gap in the market for a more mature drink that could be enjoyed by all at any time. The notion of “Best Served Shared” promotes the idea of drinking with others and advertises the brand as communal rather than a one person drink. In the TV adverts the drinks are usually passed round or positioned on a dinner table surrounded by adults laughing and chatting, portraying the image of the target audience. The Snob Appeal plays a slight part as the rather ordinary juice drink is advertised as something higher than the rest. The idea that Shloer would be accepted by guests as a ‘proper’ drink rather than any other juice drink such as Fanta is also suggested by the higher market glass packaging and sophisticated typeface. The logo is simple with just the word Shloer accompanied by small pieces of fruit and bubbles, giving the bottle and elegant style that in all advertisements (TV and print) appeals to a classier demographic.