Evaluation

Evaluation

For this assignment we where tasked with creating an 30 to 40 second advert for a target market of 14-18 adversing a fizzy soft drink, we firstly did some market research into our target audience as well as the type of product we would be selling. We then look at the styles of adverts and came up with our own ideas and concept which we then pitch in the form of a questionnaires as well as getting ideas and opinions from focus groups. We then took our own individual ideas into a group and from there decided on the best idea or ideas and mixed them together to make our group ideas and product which we would then create our 30 to 40 seconds advert, using each others ideas and styles to aim it perfects at our target market. In the end we went for one main idea which was Chloe using harry product name and logo as we felt these would appeal to the target market best.

Research

For the research part of the assignment I look in depth at the battle between coca cola and pepsi, these company’s where good to look at as they both aim at the same target market that we do and have been in the business for a long time coming up with creative ad campaigns that have caught that consumers eye and made that company name a know and trusted brand, looking at the styles of adverts they had made it was clear that dialogue and actually talking about the product was not something at our target actually looks for, they prefer memorable adverts like the gorilla advert from Cadburys or the t mobile advert. Although these advert have nothing to do with the product because they make you smile or laugh or feel a form of emotion at the advert when you next see there product you associate that emotion with the product and so want to buy it. I also compared to adverts looking in particular at crabbies adult ginger beer, with plays on a comical nostalgic feel setting its self in a 1950 style kitchen, playing on the fact there target market will find it humorous because they advert is set just before they where born and connects with theme s such as the famous five books they would have read growing up.

Planning

For the Planning of the shot we each had a separate job to do, I was put in charge of doing the shooting script I worked with harry as he was doing the story boards, if we did do this shoot again I don’t think that I would do the shooting script again as I wasn’t quite sure as what do do and so felt was letting the team down where as if I had done the call sheet or something else that I had done before I could have done it to a higher standard. I also would have like a bit more input the storyboard as when it came to the shooting I was camera man and it was hard to replicate some of the shots due to the location and what was actually described where impossible

Shooting

For the shooting we had decided to break it up over two days with the first day doing all of the inside shots as well as the first shot of here leaving outside as it was close to the location. For this we used Chloe house we had initially thought that we may need lighting but when we got there and looked at the camera it did look bright enough although later we got into the editing we realised that it acutely wasn’t that bright and so getting lights would have been a better idea, peter suggested after we showed our end product that a simple flood would have given it ta nice lighting effect and allowed us to make a lot more use of the shot as the first 3 shots we had done where unable when we got down to editing and we had run out of time to do them again. A better idea would have bee to have checked the shots after the first day on a pc or a mac to have seen the quality and lighting if we did it again and did not have access due to light for some reason. The rest of the shot that day where lighted well and we checked the white balance often to make sure that we would not need to use and colour correction or brighting effect later in post production that would have cost us time and perhaps not have made the deadline. The location its self provided plenty of space and we where easily to film everything that we required giving a nice range of shots and making sure we had enough to give out advert a quick cutting pace. The only bad thing from that day was the time consuming shot of here getting the bottle out of the cupboard and drinking it as it was all one shot and did not fit well with the fast paced look of our advert. Peter suggested a range of shooting including reversal shot from inside the cupboard that would have looked better and broken the shot up so in post production we could have edited it better so it flowed at the same pace as the rest of the advert.

On the second day we did the shots of the park as we where outside but in some shade the light was not that much of an issue and we managed to get most of the shots done with ease. The ending shot of the bottle being placed down and then it slowly zooms in was a bit of a challenge due to the fact when pacing it down the bottle would move and sometimes be out of focus of even out of the shot, then the zoom function was hard to get a steady controllable speed and not move the camera as the control was located on the top of the camera itself. As for the sound we used a voice recorded for the voice over at the end so we did not mind about the sound quality of the camera.

For the end of our advert I had worked on a graphics animation for our logo spark in which a logo is created using an effect similar to that created when waving a sparkler around before the logo spark came up this was created on the new adobes after effects cs5.5 which I had never used before, I got to grips with it well and after 3 hours work and a few breaks I had made the ana9imted which lasted 6 seconds to go on the end of our advert to which our voice over would be added, sadly I had not used it before and so did not know how to export it as a mov file for it to be imported into after effects and so even after the help of 3 tutors we had only successful turned it into an adobe premier file or a flash file we decided to go with the simple text on screen effect with the voice over. This was a shame because it really was to a professional standard with a high quality effect which really would have made out product stand out.

In the end I think that we as a group worked well together and made a good advert that was up to the industry standard for the time we had to create it, if we did it again I would try and have a more active role in the story boards as well as look at getting better lighting and checking the light quality more often. Also looking at new and creative shots that could give our production the edge over everyone else. Over all I felt we did the best we could with what we knew and it was a shame that not everything worked out as well it we had planed it.

final advert sinopse and treatment

Synopsis

Our groups idea for our advert is to have a girl wake up late, who is meant to be meeting her friends but is very tired and has no energy, that is of course until she has some of our chosen drink which is spark. Once they had had the drink they will be full of energy and be able to get ready quickly and get to there friends on time. You will her running out of her house through streets and the town before arriving at the park to meet her friends who are waiting for here which shall be the final shot. The advert will last 30 to 40 seconds and aimed a t target market of 14 to 18 year olds. The advert is narrative based to help sell the product through a story to help there target audience remember the advert better.

Treatment

In the original idea for the advert which came from Chloe, she had decided to use a range of different shots to give the advert variety and not to make it all merge together and not look like one shot, and to show why the product is worth buying, the group decided that this idea would work best with the advert and so went with most of the shots she had suggested. The first shot will be set in the girls room with the establish shot showing the clock, the alarm will be going off and the time showing that she is late, as the cameras do not have as greater sound quality as a pre-recorded sound file we will input the sound of the alarm going off later so it will have a higher sound quality and stand out more in the video, we also chose this because out advert apart from a voice over will not having any sparking in it and so it is important to enhance every and any sound that we are going to use. The reason why we have decided to do this is because in our research we noticed a lot of soft drinks advert did not feature any dialogue. The next shot of of the girl getting up and walking slowly to the kitchen she opens a cupboard and see ours product spark, once she has had some of the drink she is suddenly full of energy and is shocked at how amazing this drink is. To show this we decided to use examples kick start as it is an upbeat song that will be well know by our target audience, however we decided to only use the instrumental version and the lyrics of the song did not go well with the advert and in some cases can distract you from the advert.

One the character has had the drink the next shot of her is of her running back upstairs getting changed, for this shot we used the superhero style changing where they spin around really quickly and change, we felt this would bring some humour and comedy into our piece which again we found out is what people want to see from our research as a group. The next few shots are of her running our of the house and through streets until she gets to the park, we would still have her holding the bottle of the drink because it is a visual representation of the product and also reminds you of the advert you are watching. As she runs though the streets we will speed her up and perhaps add a glow to her to show how she has more energy then everyone else and to show she has the ability to get things done quicker. In Chloe original idea she had decided to base it around a college area but we felt that would restrict the use of the advert to much because it sets the location to one area where as a generic street could be anywhere in the country therefore appealing to more of the target market. For these shots we will mainly use medium shots with a few wide shots to allow the audience to see how fast she is going.

For the end of our advert in the original idea we Chloe had decided that they would meet at college, but we felt it would be suited better if she was late for meeting her friends at a park because it was a nice larger location which could give us a better variety of shots again again allow us to make it look like any park in the country. The last shot will be of the drink being places down next to the girl as she starts to talk to her friends and then a close up of the bottle with the slogan which game from harry of spark up your life.

hand drawn images

Outline proposal

For this assignment I will be creating a 30 – 40 second advert for a new soft drink aimed at 14-18 year old males.  Suffolk new college who have asked for this advertisement have asked for a fizzy soft drink, which after research and questionnaires has been decided as an energy drink, examples of these are monster and red bull.

Synopsis

The concept for my advertisement is to have a alleyway scene with teenagers (within the age range of the target market) playing a game of street football, one team is being beaten the other and no matter how hard they try they just can win, as they pause for a break the losing team they have a drink of ATH-1337 and suddenly have the burst of energy and will to win that they need and go on to easily beat the other team and win, using trick and skills that they did not know they even had, the other team looks on shocked and surprised that suddenly they have gained so much energy and drive to win. The characters in the advert will be wearing casual clothes, and due to the fact of them plying sport slightly scruffy and tired. At the end of the advert there will be a shot of the can on a bench or box in the ally with the can in focus and the background of focus the slogan will then show on the screen with a voice over giving some information and also introducing the product and repeating the slogan

Treatment

To achieve the finally look and sound of the advert there are many things that we need to take into consideration, firstly is the location, an alleyway is where the advert is to be set but due to the issues of lighting and also access  the location will be critical. Also the props within the alleyway, a few cardboard boxes and newspapers as well as empty cups and a poorly marked goal can turn a plain street into a Hollywood styled look that most people expect from one of these adverts. Other props that will be used will of course be the football for the actual game as well as jumpers for goals and also other drinks bottles and props that will be decided by the group when we shoot. These will add to the depth and reality factor of the shot and will not feel out of place within the advert. The time of day and the weather of the shoot will also be an issue due to the unpredictable weather that we have in the UK as so we may require extra lighting as well as a backup plan if the location is ruined, but the added weather effect could give a more realistic feel to the shoot and so gain it would be a group decision on if we go ahead and shot or not during poor weather. For the lighting we will mostly need flood lights and one or two spot lights to highlight key scenes or give effects to certain areas. We can also use lighting effects to make the drinks can stand out by either using lights behind it or adding a lighting effect is post production. The shots will be off different angles of the game play and the advert will start just before the break. The main second of it will be flowing the players with point of view shots as well as sideline shots and possible slow-mo shots if we can get a camera which can shot at a higher frame per second rate. Most of the shots that I plan to use will be point of view shots, close ups of the products as well as medium shots with a few wide shots for and establishing shot

The focus length of each shot will have a bit part in the advert as I feel it will allow the viewer to focus more on the action, but still have the feel of the alleyway and know the location they are in. This will help to allow the advert to flow well without the viewer getting lost in what is happening. Most of the close up will happen when they are drinking the product so they won’t need to be filmed while the action is happening but rather after in the location but well lit conditions.

The sound for the advert will be allot of shouting and action as well as pre-recorded wild track and kicking sounds to emphasise the action. A fast pace song possibly drum and bass or dub step could be used, but again I think that should be up to the group for a final decision. Also in the editing we could add sound effects or enhance sound by adding effects.

For the issue of getting equipment, to and from the location we will try to look at locations close to the college as well as looking at mode of transport. Cast a crew issues should not be a problem as we will have a large group working on the project as well as friends and family who could be available to assist in the shoot.

For the air time of the advert I felt it would be most appropriate to be played before and after football games as well as other sporting events as well as have shortened version which could be featured between programs such as t4 and the Simpsons which also aim at our target audience and demographic.

Focus Group

Once I had received the results back from the questionnaire and found that ATH-1337 was chosen, I decided to get some opinions on my idea and help build a narrative for advert. I went to small group of people and ran through a few of my ideas to help get some opinions on what they think, I also asked then what they would like to see and what styles and ideas I could use for the advert and the product, one thing that they all agreed on was it should be focused around sport because of the name and perhaps incorporate 3 to 4 different sports.  

Also suggested was something to do with the Olympic Games as they are coming up soon. They felt a theme and design style similar to monster energy advert would be appropriate as they feel that product was something that they where inclined to buy and the logo I had designed has similar style to it and would work well.

The first idea that was suggested was extreme sports and racing like rally cross and rock-climbing. While these ideas would work well, we only have a small budget and a small amount of time to create the advert and so started to think about sports that can be played anywhere or have easy access to use such as a tennis and free running. These ideas were suggested, but in the end they decided street football would appeal more to the target market as it is a more popular and well know sport that in recent years has gained more of an audience due to TV programs featuring celebrities such as Wayne Rooney, playing and hosting challenges to do with street football.

The idea they set for in the end was a bunch of teenagers playing street football where one team is losing and appears to have no way to get back in the game, at half time as they switch ends they all have a can of ATH -1337 and suddenly become amazing and dominate the other team to evenly with the game, the slogan then comes up at the end “when being the best just isn’t enough”.

Questionnaire results

Questionnaire

1.       What sort of soft drink do you usually buy

Energy/ caffeinated

Fizzy

Fruit

Isotonic

Vitamin/flavoured water

Plain water (still/ fizzy)

What is most important about the drink from the list below?

Cost

Size

Taste

Brand/image

Nutrition

Which name and logo do you like the most for a new soft drink? (See hand drawn image)

Peak (height of performance)

Drive (for people who are driven)

Ignition (start the burn)

ATH-1337 (when being the best just isn’t enough)

How much do you think it should cost?

£0.00 – £1.00

£1.50 - £2.00

£2.00 - £2.50

£2.50+

Advert analysis

Pepsi max advert

http://www.youtube.com/watch?v=8rWbg4-dw1g

This advert is clearly aimed at a target audience of men in their early to late 20s, with a wider demographic for men into their 30s.  It is set within an office interview environment, with a story line of how they get one of their mates a job in that office.

The advert starts off with the wide shot of the corridor of the office building with candidates sitting in a row waiting to be asked in for the interview. It appears as though the sound of the office in the background, especially the telephone, has been enhanced. The camera angle appears to be quite low, along with the difference in height positions of the seated candidates and the boss interviewing them showing his position of power.

The very plain corridor and furnishings attract the viewers attention to the boss calling the first interview candidate in. As he calls him in the shot switches to a close up of the torso of the first interviewee. He is carrying a can of drink, possibly a can of Pepsi, but it is not clear due to the quality of the video. The sound remains the same apart from the slight sound of footsteps, and then as he moves out of frame to the left, the remaining shot shows two other “candidates” who are watching him going in with interesting looks, and anticipation of how his interview will go.

In the background the “office workers” are moving about collecting paperwork and walking about the office. Setting the scene of the office job interview.

The next shot has the first candidate, now seated at the desk of the boss, looking nervous. Again it is clear that the boss has a higher position of power as he is slightly higher in the shot, as well as having a nicer chair and is better dressed than the interview candidate. The sound of the office workers in the background has faded away and it is almost silent, apart from the sound of the papers moving as the boss scans his records, this is to cause tension within the advert and to allow the viewer to understand the tension and be a part of the advert in a way. The shot the changes to an over the shoulder shot where the boss asks “what makes you think you are qualified for this job”, up until here everything seems like a normal job interview, the scene has been set and appears to be just like any other  typical job interview. You see the candidate again who up until this point has been portrayed as a nervous and scared young man who is going up against a lot of other people for this job. The silence is then broken with the candidate screaming, the shot changes from the over the shoulder shot to a medium close up of the candidate screaming, this seemingly  shy nervous and quite candidate is now become very energetic and is causing a scene within the office confusing the boss.

The shot changes to the boss, who looks confused and concerned, and you can hear the candidate shouting “stop hitting me”. The shot then changes to a shot around the office with the candidate pushing things of the shelves and throwing himself against the wall. The shot then changes to the corridor outside with the other candidates; the noise is not muffled and it is very clear that someone is in distress. The picture hanging outside the office is also shown as it falls off the wall. The other candidates look confused and some appear concerned. One of the candidates that we saw earlier immediately gets up and walks away followed quickly by another candidate. The shot then changes back to inside the office where the boss, who at the start appeared to have all the power, is now powerless against the candidate who is throwing himself around the room destroying his room. You see the boss plead with him to not stick his head in the fish tank but the candidate ignores him. The next shot is again the boss from a low angle, but this time he is speechless and is confused and not sure what to do or say.

The view cuts back to a partial over-the-shoulder shot of two other candidates now clearly confused and concerned not sure what to do. The looks of these candidates, combined with the comical performance the first candidate, make the advert a comical and funny advert with a good story background of the office job interview.

In the end only one candidate is left waiting outside. He seems to not be worried about the other interview and what happened inside. The shot then cuts to him leaving through the doors of the office building.

The following shot is of the first interviewee and one of the candidates who left before their interview. They ask if he got the job. He smiles and has a little shrug then the candidate who is now clearly is one of his friends chucks him a can of Pepsi and he opens it then they all go off and celebrate by dancing comically down the street, the guys have a drink of Pepsi then the Pepsi slogan “Max IT” comes up.

This advert is a comical advert that gives the meaning that like your friends, “Pepsi” will always be there for you and help you get through the hard times, by having fun and enjoying yourself. The advert itself is a simple office scene with a twist of a candidate making the other possible candidates leave to ensure that his friend gets the job. The costumes for the advert are mostly suits and smart office attire, with casual wear for the extras in the back of the shot at the end when they are dancing. 

The message is of course that Pepsi will be you friend and always be there for you when you need it most. It is aimed at the mid 20s age range male, and the advert successful captures the audience by creating a comical advert that confuses you as to what’s going on initially, and then at the end reveals what was actually going on disclosing their clever plan making you laugh and hopefully remember the advert.

http://www.youtube.com/watch?v=dYncMk1zzp8

Crabbies Ginger Beer advert

This advert has been staged within a set, in the style of a 1950s kitchen. The advert is mainly focusing on a character called Camilla and the product itself, Crabbies Ginger Beer. In the background you can see an old style fridge and an abstract style clock which defines the theme of the 1950’s in which the advert is supposedly set. The advert starts off with a wide shot showing 2/3rds of the presenter Camilla talking about what they will be showing in the advert. She speaks with a posh 1950’s BBC presenter style voice which is clear, crisp and easily understood.

She is dressed in 1950’s vintage clothing in the style of a typical house wife from that era, and unlike the Pepsi max advert it is clear that she is presenting and advert and not following a story or narrative as if the cameras were not there, as the Pepsi advert does.

It then goes onto a close up of the drink being poured into a glass. Keeping with the theme of the 1950’s, Camilla talks about talking a bottle from the fridge “if you’re lucky enough to own one”. This keeps with the theme and the time period in which this advert is supposedly set, and has a slight comical feel about it since most people now own a fridge and may find it hard to believe that they once were a rarity. She also embellishes her vocabulary to emphasize the point, as well as keeping in theme with the time period.

The advert, while some may think is riding on the nostalgic feel ad trying to aim at people in their early 60’s to 70’s who would remember that time period, is actually aimed at people in their late 30’s and early 40’s. The advert is actually there to tempt people into drinking it by making it seem like a classic old drink that has a high standard and quality that will appeal to their target market, because unlike the younger student and first time workers they actually have money to spend on their premium range product.  As the advert continues on she continues with the theme of the 1950’s again by the choice of terms such as “exotic lemon”. Camilla then calls in George, who again is dressed in 1950’s clothing, who brings her the “exotic lemon”. It then cuts to the next shot of her drinking some showing that the product is enjoyable.

It then cuts to a poster style advert with a voice over of Camilla advertising the product and using the slogan “only for grown-ups”. The poster uses a 1950’s style font that is easily recognisable from that time period as well as block colour schemes typical of that era. They are advertising their product, and have the information about its alcoholic content, but this is not highlighted to be the centre of attention as this is not in the same style or period font as the slogans or product name.

The advert works well, as it uses an old nostalgic feel that does not blend with any other advert and so stands out and grabs your attention. The accents and clothing styles used just intrigue you and you want to watch the advert. This advert isn’t as clear about its target market, when compared to the Pepsi Max advert, but using its slogan “only for grown-ups” does give you an idea of the target market for the consumer.

I think the advert works well, as it grabs your intention and want you embrace and experience the nostalgic values that are shown within the advert, and so you want to buy the product.

Secondary Research

The drinks market is a huge business that can earn a company a lot of money if they can get their product to sell, not only is the taste important so is the image they portray to the consumer.  For this research I will be looking at Pepsi and Coca-Cola and comparing their market strategies, looking at:

·         Target audience

·         Demographic

·         Geographic

·         Gender

The target audience for both of these companies is quite different: Coca-Cola (Coke) aims its products, and associated advertising, at a wide target audience. Because it is a long established household brand they use their exiting consumer base to expand their audience and reach more people. They have a target market in the 13-24 age groups for their original product, but because of their long running brand and leading status in the market, they have a very wide consumer demographic with whole families drinking different varieties of their products.

Coca-Cola knows this, and accommodates for this wide audience in their advertising campaigns. This is most clear in their annual Christmas advertising campaign. This has been running for many years and always features families enjoying themselves, drinking Coke together and being happy. In recent times they have also started to feature common themes such as the trucks and the “holidays are coming” jingle. These adverts remind people of their long relationship with Coca-Cola, and the good memories they share with the holidays at that time, then link to the adverts. They have used the adverts to embed to product in social and family history, being a part of many family occasions, events and public holidays.

While they are a ”family” drink they have a broad advertising campaign, to reach out to many people, in which they promote their product through a wide range of social media and activities within the consumer market. 

http://www.youtube.com/watch?v=bL9tad0yhzY&feature=related

In this advert they have focused more on the sport side of the market looking at the history of goal celebrations, the advert gives a brief history focusing on the great celebration and happiness that had been captured after a goal has been scored, it then features then man who started it all happily enjoying the celebrations in the crowed surrounded by fans drinking a bottle of coca cola, it then cuts to the actually product advertisement showing a bottle of coca cola with the slogan enjoy happiness, which they have linked to the happiness of the advert, as event sponsors their corporate logo is visible at the venues, the advert is then made up of, edited highlights of goal celebrations showing their advertisement at national and international events that they are sponsors and supporters of.

Coca cola also has TV advertising  that appeals to different demographics at certain times of the year, at Christmas they appear to concentrate on the family market where as is summer, the focus is more on the late teens early 20s, whilst there sporting sponsorship program appears to concentrate more on the 20 to 30s male attending football games. Other minor events throughout the year such as cycling events and there street football campaign as well as the healthy living campaign  concentrate on other minor demographics through direct sponsorship or paid advertising.

The coca cola logo its self is not only just the actually writing of coca cola but also, the unique bottle shape, the red and white ribbon logo and the more common term “Coke” they have always stuck with the common colours of red and white for their main product and then have incorporated it into their newer products such as coke zero and diet coke, these colours are easily recognised by their target market and therefore make it a recognisable and bold brand. Transcend language, and even alternate alphabets – Arabic etc.

This is best proven in this Pepsi advert where they know there target market will recognise the brand of coke by the colour and style of the “plain red and white” can that has been placed next to their Pepsi can, therefore creating a clever market campaign where they can in a way mock, and poke fun at coke making their product seem better without having to pay royalties or actually adverting the competitors products.  Other companies also use the type of advertising in which they use the fact they know there target market will recognise certain styles and colours that look similar to sway the market to make their product seem better without actually naming there competitor, as with the Pepsi advert

 Pepsi, while having a fundamentally similar product to Coca-Cola, do not target as much of the market as Coca-cola do. They use their adverts to specifically target there audience in the 13-24 age range with a secondary market looking towards consumers in their late 20’s and 30’s focusing more on their future market and products while Coca-cola uses their nostalgia and historical influences. This means that Pepsi try to present themselves as being a more modern youthful drink aimed mainly at young males, this is most clearly shown in their adverts for Pepsi-Max where a bunch of young guys are helping each other out or having fun with inventions they have made. They are light-hearted and slightly comical with the focus being that your friends “Pepsi” will be there for you and always have your back. They use stylish and slightly comical advertising to appeal to the younger generation.

The Pepsi logo like coca cola is very simple it consists of only 3 colours, its design hasn’t changed a lot since the start and so is very easily a recognisable brand, just like coca cola. One example of this is CM Punk a WWE wrestler who supposedly for a joke got a Pepsi style logo tattooed on his shoulder because his friends were getting beer logos, although some believe this was a marketing campaign by Pepsi to reach one of their target audiences because he has on a few occasions spoken about a diet soda as well as using a similar style logo in his entrance videos and on his “Gear” that he wears entering the ring. When asked about it he also referenced it to former Minor Threat guitarist Brian Baker, who had a Coca-Cola logo tattooed on himself, because “he liked coca cola” perhaps making fun of him or just using it as a cover for the Pepsi marketing campaign.

Pepsi like coca cola sponsor a lot of different sports and events too. They sponsor football events such as the World Cup and basketball, but because of the large dominance of coca cola who sponsor a lot of major events they seem to sponsor other events that are not as well known as well as focusing  more on advertising campaigns on the streets and TV then at sporting events.

http://www.thefullwiki.org/CM_Punk

http://www.sirpepsi.com/pepsi11.htm

http://www.pepsico.com/Company/Our-History.html