This week we chose what advertisement to research and also got put in a group four our actual assignment.
I chose to look at Diet-Coke as I thought it would be an interesting product to look at and design an advertisement for. I began by looking at the Diet-Coke website so I could familiarise myself with the brand and it's products. I researched into existing advertisements and how Diet-Coke had portrayed the brand and product themselves. I saw and noted that the company usually played background music instead of dialogue.
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When I researched the product I began to come up with ideas for an advertisement. I wanted to keep the similarity of the exisiting advertisements but at the same time provide a sense of individuality.
Below is my treatment:
The advertisement will be based upon people’s daily lives and the impact that Diet Coke has to them and others around them. The emphasis will be on the change that they feel when they drink the Diet Coke.
The advertisement will start with shots of a city skyline at night-time showing all the diversity within the people and events. The shot will introduce the music of the advertisement which will be a song from a famous artist but not yet a famous song – so people do not lose interest. Once this shot is over there will be several faster shorter shots of individual people – showing their night. The purpose of this is to create a beginning of a story that the audience watching can see develop throughout the advertisement. The people will be enjoying a night out and all will then seek ways to make their night more adventurous or to get that ‘extra sparkle’, which leads to the introduction of the product, Diet-Coke. The soundtrack continues to play.
The camera will zoom in to the Diet-Coke and the people purchasing it from behind a counter/bar. There will be a slight sparkle around and in the can/bottle/glass, which is to signify the magic that the drink brings.
When the characters drink the Diet-Coke the room lights up with sparkle – to show the change that the drink has brought to the night.
There will then be various shots that have changed since start of the night and the camera will zoom out to show the skyline (which has now got more sparkle to it).
The final shot will show the product on screen with a slogan related to the impact and the magical sparkle that was around the product earlier in the advertisement.
The advertisement will cost approximately £50
After we had researched, we were put into our groups. I am in a group with Callum Young, Jack Waddup and Melissa Palmer. We were told the first that we do when we were put into our groups is to pitch our ideas and choose the best one to put forward. As Melissa was absent in this lesson, the rest of us pitched our ideas and chose among us to take my idea forward. We then had our first meeting as a group and assigned me as the chair-person and Callum as the minutes writer for the first meeting. We discussed many topics but the main idea was choosing where we could develop the chosen idea. We decided that the idea of taking a group of young adult's night out clubbing would prove too expensive and time consuming. So we decided to take some ideas from Callum's advertisement and join them into mine.
This was the final treatment we came up with:
The advertisement will be based upon people’s daily lives and the impact that Diet Coke has to them and how it keeps them going throughout the day. The emphasis will be on the different jobs and the different actions but still keeping the Diet-Coke present at these times and locations. There will be a constant theme linked with life and the different stages people could go through in the advertisement and this will link in with the slogan and the story.
The advertisement will start with shots of a city busy during the day time with a diversity of people. The shot will introduce the music of the advertisement which will be a song called “Keep Going” by Taio Cruz – We chose this because the advert aims to depict people in different jobs and they drink Diet-Coke to keep them going throughout the day. It will continue to play throughout the 30 seconds and will help tell the story.
Once this shot is over there will be several brief shots of people in different jobs ranging from nurses to students. The purpose of this is to show the Diet-Coke appearing frequently so that the audience watching can relate to some of them.
The camera will zoom in to the Diet-Coke and each individual drinking it to keep them going. There will be a slight emphasise around and on the can/bottle/glass, which is to make sure that the product stands out and looks the same in each scene. The final shot will show the product on screen with a slogan related to the impact and the emphasise that was around the product earlier in the advertisement. The slogan will be: Taste Life.
The advertisement will cost approximately £4, which includes free travel, free video recording equipment and the price of several Diet-Coke cans.
Next week we plan to assign people roles and finalise the advertisement so we know what to do and when.
