TV Advert: My Idea

For my TV advert I decided to chose Diet Coke. I chose this brand as it’s something I drink myself and have some knowledge of. After doing some research into the brand I looked at their current target audience and the previous adverts they had for the brand. Diet coke is mostly drank by women and so their adverts usually cater towards a female audience considering this I thought that it would be a good idea to have a Diet coke ad targeted at men, this would be a great way to attract male consumers and increase the brands appeal.

My idea:

As my advert is going to be targeted at men I thought it would be a good idea to base it around a typical Sunday afternoon, watching the football and relaxing at home. The main character in the advert will go on a journey to buy a can of diet coke when he realises there is nothing to drink in his fridge. When he finally gets home from the shop with his can of Diet coke and sits down to finally watch the football match his girlfriend comes in and steals his can of Diet coke. The advert will mostly include quick successions of shots to make the advert feel more dramatic then it is, filming in the style of a Guy Ritchie movie where some of the shots are in quick succession with sounds enhanced.

Justifying our idea:

In our group meeting we looked at four different ideas for four different brands of products. We looked at ideas for Sure deodorant, KitKat, Diet Coke and an IPhone for a mobile phone  product.

The first idea we looked at was for Sure deodorant. The concept of the idea was that to be the best you need to use the best with the ad revolving around a football match that had ended badly. The idea had a good concept and fit well with the current ads for Sure deodorant. The weather at this time would also be  suitable for the gloomy feel of the advert however it would be a problem if it rained as equipment would get wet and shots would be blurred. We would also need quite a few extras for the advert and organizing time and places would have been difficult if the times people were available to film contrasted with each other.

The second idea we looked at was for a mobile phone, the IPhone. The concept of the idea was that you could plan everything needed for a date from the restaurant to travel arrangements just by using the apps on the IPhone. The idea had a good concept and fit with the current run of IPhone ads (white background, close up of IPhone) however as the set up is used in the majority of adverts for the IPhone, it lacked creativity. The advert would have been easy to film as a white background would have been all that was needed to film the ad along with someone demonstrating the different apps to use.

The third idea we looked at was for KitKat, the concept being that a having a KitKat can brighten up a bad day. The idea for the ad was relatable as after having a bad day all you want is one of your comforts which may be a certain food or drink. The advert would be easy to film as it would involve one location however filming in a public place may be a problem as not everyone may be comfortable with being on film even if only for a short while, we also felt that some people may stare at the camera or stop to watch what we were filming which would be distracting.

After considering the pros and cons of each idea we finally decided on using the idea for a Diet Coke advert. The concept for the ad is of a man going on a journey to buy a can of diet coke when he realises there is none left in the house, to make matters worse he only has fifteen minutes until the football match he’s desperate to watch on TV kicks offs. After being able to finally buy a can of coke and making  it home in time the can then gets stolen off of him by his girlfriend. We then find out at the end of the ad that his football team that was playing lost their match. This idea for Diet Coke was originally thought of by me after I researched into the Diet Coke brand and looked at previous adverts for the brand. By looking at the previous adverts I noticed that a majority if not all of Diet Coke adverts were mainly targeted at women as women drink considerably more Diet Coke then men, with this in mind I thought of an idea that would  attract a male audience as they can relate to it. The idea works well as it would be easy to film as there are only two locations to film in, however finding a location may be difficult as we need to find someone who is willing to let us borrow their living room for a couple of hours to shoot the main  scenes. We will also need to ask permission from a shop owner before being able to film inside their shop. Another thing we need to consider is the lighting as it may be too dark in the living room to get the shot we need.

 

TV Advert: Diet Coke Script

[No dialogue throughout scenes]

Scene 1. House. Kitchen. Day

Character One looks at a note on the fridge and rolls his eyes. He then opens the fridge and looks inside to find that there’s nothing he wants. He frowns before looking down at his watch. He smiles. C1 then grabs his keys off of the counter, grabs his coat and then walks out the front door, slamming it behind him. 

Scene 2. Car. Day.

C1 puts keys in ignition and starts the car. 

Scene 3. Shop. Day

C1 enters shop. He looks in shop fridge and grabs a can of Diet coke. C1 pays for can then leaves shop. 

Scene 4. Car. Day

C1 gets in his car and slams car door.

Scene 5. House. Day.

C1 drops coat on banister then drops keys on counter. C1 enters living room puts the can of coke he bought on the table he then sits on the sofa. He looks at his watch before switching on the TV. He smiles and reaches out to grab the can of coke. 

C2 enters living room picks up can of coke and exits room smiling as she raises the can to her lips. 

C1 stares at door in disbelief. 

End scene.

TV Advert: Pre-Production

Completed work:

• Proposal - Everyone
• Treatment - Me
• Storyboard - Me
• Script - Me
• Shooting script - Me
• Techniques - Jonty Truin
• Budget - Jonty Truin
• Contingency plan - Me
• Content analysis - Content analysis
• Client & Audience needs - Lee Webber
• Legal & ethical issues - Lee Webber
• Minutes - Me

Need to be done:

• Risk assessment
• Call sheet
• Shooting schedule

Today I finished working on the shooting script, I worked out all the shoots that were needed for the advert and marked them onto the shooting script.
To help me with this I referred back to the storyboard I made to help me with the number of shots needed.

Research into Diet Coke:

Diet coke has a silver, red and black packaging with it’s well known ‘coke’ name in red whilst the ‘diet’ is in the brands traditional script and black in colour. It is a sugar free soft drink that has only 0.5 calories and 0.01g of salt. It first went on sale in the USA in 1982 and came to the UK the year after. It has become the largest selling low calorie soft drink in America and is also available in a wide range of flavours including, diet coke lime, diet coke cherry, caffeine free diet coke, diet coke vanilla and more although they are not all available in some countries.

Countries that have Diet Coke:

·         USA

·         UK

·         Europe

·         Canada

·         India

·         Mexico, Central, South America and the Caribbean

·         Brazil

·         Japan

·         Southeast Asia

·         Australia.

Within a year Diet Coke became the largest selling low calorie soft drink in America in 1983. It was originally created to be a patent medicine by John Pemberton, a pharmacist, it was then bought out by Asa Griggs Candler with it’s main headquarters being in Atlanta, Georgia.

http://en.wikipedia.org/wiki/Diet_Coke

The brand offers ‘rewards’ and freebies with every diet coke bottle and packs of canned diet coke. A code is written on the bottle or on the cardboard packaging of the canned cokes, this code can then be used to win items, trips and various other things on  http://www.cokezone.co.uk/home/catalogue/category/Diet+Coke

Did you know fact on the coca cola website about diet coke reads;; Did you know? More females drink diet coke everyday than any other soft drinks brand

Diet coke is in partnership with ‘The Heart Truth’ Campaign, which is a national awareness campaign with a goal of better heart health for women.

http://www.coca-cola.co.uk/brands/category/diet-coke.html

Diet coke ads are often aimed at woman, they often revolve around females in the workplace with the most recent being of female puppets dancing to the song ‘She’s a maniac’.

TV Advert; Group meetings 13th & 14th/01/11

In our group we first looked at each of our own ideas for the brands chosen. These included Diet Coke, KitKat, Sure deodorant and a mobile phone of our choice (IPhone). After listening to each others ideas we then discussed the pro's and cons of each idea. After doing this we decided on using the idea I had for a Diet Coke advert. The concept for the ad is of a man going on a journey to buy a can of diet coke when he realises there is none left in the house, to make matters worse he only has fifteen minutes until the football match he’s desperate to watch on TV kicks offs. After being able to finally buy a can of coke and making  it home in time the can then gets stolen off of him by his girlfriend. We then find out at the end of the ad that his football team that was playing lost their match.


We then discussed the different tasks each group member would do for the next week we meet.

• Budget - Jonty
• Content analysis - Me
• Target Audience - Tantra
• Justifying idea - Individual work
• Storyboard - Lee
• Contingency Plan - Me
• Skills Profile - Jonty

TV Advert;; Skills Profile

Skills Profile:

Before doing this project I had no knowledge of Adobe Premiere and had never filmed anything of my own however during the process of making the advert I learned a lot about adobe premiere, like how to import files, how to shorten and lengthen clips and also how to add audio and make that audio fade in or out. I also learned how to add video effects to the footage for example fading in and out of different shots, or using a cross dissolve as the shots changed.  Another thing I learned was how to change the hue of shots and how to add contrast amongst other things.

Using Photoshop to create the pack shot for my advert was quite simple as I already have some experience of Photoshop from when we created our own DVD menus previously.  When I was making the pack shot I didn’t really learn anything new that I could use but I already knew how to change the size of an image and how to drag and paste an image onto a canvas. I also know how to change the hue/ saturation, contrast and also how to turn an image into a black and white effect. I already knew what colour settings to use as CMYK  is used for anything that is being printed and RGB for anything web related. I also know how to use layers to create different effects in whatever I am making and also how to organise these layers into folders to make everything I’ve done clear to find and quick to edit. Another thing I learned whilst making our DVD menus was how to create buttons and by using different codex for buttons and rollover effects.

Before this project I had never used a camera to film anything at all apart from using the camera on my phone to film a few home videos of friends and family. After doing this project I now know how to use a tripod and a camera and how to steady the camera whilst on the tripod so that if the tripod is on uneven land you can line up the camera so that it evens out the shot you need. I also learned a lot about different camera angles for e.g  a close up being used to show a characters face and  extreme close up to focus on one particular feature on someones face or a particular object. I also learnt a lot about how lighting can effect filming whether the lighting where your filming makes the shots too dark or if its too bright some glare may show up.