TV Advert Ideas Portfolio
Below I have collated a segment of audience research and idea development plans for my three advertisement ideas. Our brief was to pre-produce, produce and edit a 30 second television advert. Making sure to conform to all ASA guidelines. I have put together some demographic information, as well as relevant information about the product/company I will be advertising.
Aviva Life Insurance
Notes
- The first advert I am planning is for the Aviva Life Insurance plan scheme.
- The intended target audience will be adults
- The intended demographic for my target audience will be age ranging between 21-50s, specifically workers in London and big businesses.
- In terms of USP, the unique selling point is the affordable rates which Aviva can offer, as well as different advantages which come with going with their scheme. Quotes can also be given really quickly. This is also a selling point for the brand.
- In terms of advertising techniques, I will use the glittering generalities technique to confuse the audience as to what is actually being advertised. This will keep my audience engaged, and by the end they will have been entertained, while my selling techniques will work in their favour to insure their lives/families.
About Aviva
Aviva provide insurance for life, investment products and savings. They state that they are the leading insurance company in the UK and they are one of Europe's largest providers for general and life insurance. In terms of key statistics, they have on average 34 million customers worldwide, they pride themselves on being one of the top ten finance brands and they have over 300 years of heritage.
Aviva invested £5.7 million into the UK community. The life insurance Aviva offer can cover you for pensions, life policies and savings. The general insurance scheme can cover motors, the home and commercial use. The target audience demographic for Aviva ranges from adults in their 20s-50s, as well as young people. Some of their demographic are students, and children aged below ten. This is because they ran a programme called the Street to School Programme, this was where Aviva took children off the streets and got them into education. They achieved this with an average of 800'000 children.
Aviva invested £5.7 million into the UK community. The life insurance Aviva offer can cover you for pensions, life policies and savings. The general insurance scheme can cover motors, the home and commercial use. The target audience demographic for Aviva ranges from adults in their 20s-50s, as well as young people. Some of their demographic are students, and children aged below ten. This is because they ran a programme called the Street to School Programme, this was where Aviva took children off the streets and got them into education. They achieved this with an average of 800'000 children.
Advert Idea
The advert will adopt a sad tone, it will focus on a young man waking up all dazed and confused. He has just come out of a major operation. There will be a narration, explaining how he was lucky. But others aren't, and he could have died. Taking out life insurance would have been a better option, as he can support his family. By the end of the advert we as the audience feel a sense of enlightenment because the boy survived, however it makes the audience think that it could have easily been them. So as well as adopting the glittering generalities technique, it will also pull on the emotional appeal.
Suitability
The advert idea I have developed for Aviva is one with a slightly dramatic and sad tone, it suggests the idea that with Aviva Life Insurance you don't need to worry about death, because with life insurance you'll be covered forever. However this idea could cause upset, the ASA state
"Advertisements must not distress the audience without justifiable reason. Advertisements must not exploit the audience's fears or superstitions."
Now with this ASAs ruling in mind, I will ensure that the tone of the advert doesn't intentionally upset anyone, because of the theme of near death experience I will bring a hopeful and assuring tone to the advert. Putting confidence in the audience that the adverts narrative is purely fictitious and it is meant to just serve as promotion for how Aviva Life Insurance may be useful.
SWOT Analysis sheet
Suitability
The advert idea I have developed for Aviva is one with a slightly dramatic and sad tone, it suggests the idea that with Aviva Life Insurance you don't need to worry about death, because with life insurance you'll be covered forever. However this idea could cause upset, the ASA state
"Advertisements must not distress the audience without justifiable reason. Advertisements must not exploit the audience's fears or superstitions."
Now with this ASAs ruling in mind, I will ensure that the tone of the advert doesn't intentionally upset anyone, because of the theme of near death experience I will bring a hopeful and assuring tone to the advert. Putting confidence in the audience that the adverts narrative is purely fictitious and it is meant to just serve as promotion for how Aviva Life Insurance may be useful.
SWOT Analysis sheet
Wrigley's Extra
Notes
- The second TV advert I am planning to make is one for the Wrigley's Extra chewing gum range.
- The target audience I will aim my advert at is for young adults aged between 18-30, trying to persuade them that they should keep good breath. As well as not getting a dry mouth.
- The advert I will be pitching for the Wrigley's Extra chewing gum is a horror tone.
- Yet again I will use the glittering generalities technique in this advert, the reason I have decided to do this is because the confusion the audience feel will add to the anticipation to the reveal of the product. The advert narrative itself doesn't really have anything to do with chewing gum, but I want to make it so that it is very juxtaposed, just so that it can be remembered and it will stand out against many monotonous adverts on television.
About Wrigley's Extra
Wrigley's have a very long and respectful history, they originate from the USA, but have a lot of heritage in the UK. Wrigley's are a subsidiary of Mars Inc. They are a provider of chewing gum, originally releasing their first Spearmint chewing gum in the UK in 1911. Wrigley's pride themselves of over 28 million customers. In terms of audience research, it is very hard to pin down a specific demographic for chewing gum, because a majority of people chew it. However from my research, I know that parents prefer not to give their children chewing gum at a young age. This is because they worry about the sugary content rotting their teeth, as well as how it can develop bad manners. So I would say that the age range for chewing gum would be 14+. Generally at that age, chewing gum is an addiction and an essential for many teenagers during the day at school and work. The age range and demographic doesn't stop after that, as most working class adults, men and women, like to chew gum, so to keep their mouth watered and refreshed. There are sections of the demographic who do not like chewing gum, however statistics generally work in the favour for chewing gum.
Advert Idea
I am aiming to make the audience feel uneasy at the beginning of my advert. Giving the advert a horror theme. It will start off with a boy creeping through the forest, he is obviously scared of something. There is a shadow that we the audience can see lurking, the colours will be desaturated and murky, intensifying the horror tone. The boy then stops at a tree and looks around to see who is following him, a hand then taps him on the shoulder. He turns around and a hooded boy talks in a very excited voice, he is offering the boy a pack of Wrigley's Extra chewing gum, saying that with a pack of these you'll never have a dry mouth, and you'll stay minty and fresh for the whole day.
Suitability
In terms of suitability, this advert could potentially run the risk of being too frightening for children, as it is a horror genre and it has an intense narrative. The ASA advertising guidelines state "Advertisements must be prepared with a sense of responsibility to the audience and to society."
To ensure that I do not break their guidelines, I will not use any clipped sound effects, and the sound I will use, will stay at a more quietened sound level. This is so that I do not put people into a nervous disposition. The advert will also end with a comic twist, so not to leave people with scared thoughts.
One of the ASAs rulings is also that
"Obvious exaggerations and claims that the average consumer who sees the advertisements is unlikely to take literally are allowed provided they do not materially mislead."
This suggests that bold claims are not made about the product you are advertising, for this advert I was planning to say that with a pack of Wrigley's Extra chewing gum you will have a smile on your face all day. Now the way I will present this is in a light hearted/sarcastic way. It will not be the sole USP of my advert, however more a generalisation of how it could make you feel happier.
Inspirations
If I decide to produce my Wrigley's Extra advert it will be a horror genre. I have decided that I would like to plan to make a horror genre advert because recently I have found inspiration in a couple of adverts of similar genre, both these adverts have been very sinister, yet they keep you engaged and make you question what the product could be. The two adverts that have inspired me can be seen below, one of the inspirations is the 2013 GiffGaff advert 'Don't be scared' (top). The other is the 2011 Phones 4 u advert titled 'Missing Our Deals Will Haunt You' (bottom) , now the reason that I have taken inspiration from both of these adverts, and they specifically stand out to me is because I think the use of colour grading is done really nicely, it really gives the advert a horror feel, as well as adding to the anticipation of the product. I specifically like the Phones 4 u advert, and it is something that I will take great inspiration in, if I choose to go with my Wrigley's Extra advert.
SWOT Analysis Sheet
Suitability
In terms of suitability, this advert could potentially run the risk of being too frightening for children, as it is a horror genre and it has an intense narrative. The ASA advertising guidelines state "Advertisements must be prepared with a sense of responsibility to the audience and to society."
To ensure that I do not break their guidelines, I will not use any clipped sound effects, and the sound I will use, will stay at a more quietened sound level. This is so that I do not put people into a nervous disposition. The advert will also end with a comic twist, so not to leave people with scared thoughts.
One of the ASAs rulings is also that
"Obvious exaggerations and claims that the average consumer who sees the advertisements is unlikely to take literally are allowed provided they do not materially mislead."
This suggests that bold claims are not made about the product you are advertising, for this advert I was planning to say that with a pack of Wrigley's Extra chewing gum you will have a smile on your face all day. Now the way I will present this is in a light hearted/sarcastic way. It will not be the sole USP of my advert, however more a generalisation of how it could make you feel happier.
Inspirations
If I decide to produce my Wrigley's Extra advert it will be a horror genre. I have decided that I would like to plan to make a horror genre advert because recently I have found inspiration in a couple of adverts of similar genre, both these adverts have been very sinister, yet they keep you engaged and make you question what the product could be. The two adverts that have inspired me can be seen below, one of the inspirations is the 2013 GiffGaff advert 'Don't be scared' (top). The other is the 2011 Phones 4 u advert titled 'Missing Our Deals Will Haunt You' (bottom) , now the reason that I have taken inspiration from both of these adverts, and they specifically stand out to me is because I think the use of colour grading is done really nicely, it really gives the advert a horror feel, as well as adding to the anticipation of the product. I specifically like the Phones 4 u advert, and it is something that I will take great inspiration in, if I choose to go with my Wrigley's Extra advert.
SWOT Analysis Sheet
Eastpak
About Eastpak
Eastpak are a brand that produce classy looking backpacks, ranging from all sorts of different colours. They very much adopt the 'indie' look, appealing to mainly teenagers/young adults, specifically more males, ages between 14-26. In terms of history, Eastpak used to produce bags and packs for the US military. Eastpak also signed their first contract with the Pentagon 60 years ago. They very much like to focus their range on those who work, play and live in the city.
Inspirations
Below I have collated some imagery of different types of adverts I think work, and have inspired my Eastpak television advert. One advert which has given me some creative flare for my Eastpak advert would be the 2012 television advert for Haribo. This advert is very light hearted and humorous, it also strongly fixates on the Haribo packet and it uses the bandwagon effect very nicely. These are all convincing techniques which I would like to use if I make the Eastpak advert. Another advert which I have taken inspiration from is the Chromebooks: For Lighter Backpacks 2014 advert. This is a short quirky advert, that plays on a rough terrain location. Although not promoting a bag, it does advertise the Chromebook like it is a bag that can be worn. I really like the idea of the tortoise in the advert and it all fits nicely, this is something I would like to try and re-create if I produce this advert. Below the Haribo picture is a shot from the Chromebook advert.
Advert Idea
The third advert idea I am planning is one for a grey Eastpak backpack. The story will be about a bags journey through various different terrains. We will see the back pack in various different locations, such as fields, a school, high street, shops, the beach etc. This will promote the bags durability and how it can be useful for lots of different conditions. A technique which I will use if I choose this for my final advert will be the bandwagon effect, the reason for this is because showing the bag in various different locations and showing that it can be perfect for all the different areas will help my demographic to feel like without this bag, they aren't getting the full experience of luggage carrying. With its slick, cool look the advert will show a group of people all wearing the same bag, this will also add to the bandwagon effect, making you feel like part of the trend if you buy the bag.
The Plain Folk appeal will also help to sell the bag to audiences, with normal every day people endorsing the produce. Showing that the brand is very much integrated into cultural society and that you do not need to feel patronized by celebrities to buy the product. In terms of the Unique Selling Point for the advert I have planned for Eastpak, the USP will be the longevity and popular look the bag carries. These are traits which I will try and promote.
Suitability
In terms of my advert idea for Eastpak, there could potentially be an issue with shooting in various different public locations, this is because some areas could be private property or the copyright rules may be infringed. As well as this I may accidentally film passers by without their permission and this could potentially breach the ASAs conduct. Below is a ruling which describes this issue.
"With limited exceptions, living persons must not be featured, caricatured or referred to in advertisements without their permission."
To ensure that I will not infringe these guidelines, I have already checked that the locations I plan to shoot in are of free public domain and students and residents of Essex are fine to film footage there, as long as they do not profit from the product. As well as this, with regards to filming people without their permission, I will do a last minute location recce before shooting so to make sure I am not disturbing anyone. If by mistake I shoot anyone, I will instantly delete the footage. So not to offend or break the rules.
SWOT Analysis Sheet
Audience Research
On the social networking site Facebook, I conducted some audience research, I did this by asking a demographic audience about what they thought of my three advert proposals. The feedback I was given is very useful, and it will help me to form my final piece. The main audience that replied to my feedback proposal were teenagers aged between 14-19. Due to my profile attracting more of a young adult market, this was expected.
