Evaluation of Final TV Advertisement

1. Is your advert fir for purpose?

The brief of this unit was to make an advert for one of Cadburys beloved brands. The aim of the advert was to get a new audience buy the product. The advert has to last for 30 seconds and no time above. The chocolate we had to pick from where the following: Flake, Timeout, Turkish delight, Double Decker, Bourneville and Terry’s Chocolate Orange. Part of the brief was we still had to aim advert to the current fans aswell so they would still buy the chocolate we had picked. The chocolate my partner Thajeethan picked was Terry’s Chocolate Orange because when we were starting the unit the first lesson was about the brief and we both already came up with ideas that involved a different way of breaking the chocolate which breaks the conventional way to break something.

Mine and Thajeethan’s advert did meet the brief as we used a product that was made by Cadbury. By doing this our aim was to get new customer which we think we have done due to the actors because of the different background they have because the product is usually linked to a different background. Part of the brief timing was a big factor as we had to make the advert last for 30 seconds only we had successfully edited the clips down to develop a 30 second advert. Another key part of the brief was to attract new customers while keeping the old customers aswell we successfully did this as we added a hash tag that everyone can participate in.

Our advert does meet the brief because on our final pitch we spoke about what we wanted to do from the brief. As you can see from 0:08 we started to talk about the brief. We spoke about the re-launch of the product and how we intend to get a new audience. The way Thajeethan and I structured our pitch was we would both talk and if we needed help we would help each other. The aim of the pitch was to get our idea across and be confident with it. At 1:23 we started to talk about how I idea meets the brief we wanted a “Vine” style advert where it was a compilation and we also said we wanted it to be viral like the smack cam on vine where a lot of people participated in it to get views. Our initial idea was to smash the chocolate against a wall. Because this was out idea we made up a slogan not for the product but for the advert so people would know what it was and participate in “smash it pieces love it to bits”. We compared our advert to a Lucozade which was fake at 6:45 of our pitch. We compared it to that because the advert the created was fake because no one knew how much stamina the people had but we want our advert to be real so we actually showed the actors smash the product and eat is like they enjoy it.

Our advert does did re brand its self because of the fact it’s completely different from the other adverts that were made for the product because most of they had celebrity endorsement or they were a parody of a film. With our advert we targeted it to a large age group that we felt form our primary research forgot about the product. We then asked people in that age group to participate in the advert from 0:00 – 0:07 we showed all the people saying smash it challenge to start the trend of the hash tag.

2. Clarity of Communication

The pitch Thajeethan and I created was all based on the initial idea we had of throwing the chocolate. We made sure we covered everything in the pitch about the idea and the time frame and what we will do day by day including the budgeting that we will be using. We made sure that we were clear on everything that we were going to do and use for example the production budget at 3:05 on the pitch we mentions the main things we will be buying with the money but we also spoke about the software we will be using and how we would use it for example we will be using final cut to do the editing and some graphics towards the end of the advert. When we were talking about the audience in the pitch at 9:50 we followed up with primary research we had gathered but we developed a pie chart so it would be easier to understand and display. We decided to do this because it looks more professional and would be a lot easier to explain with visual aid.

After we had done out pitch we then got feedback from our media teachers. During the pitch they were looking out for some part they didn't really understand as well and pin points part that could be improved for example at 11:54 the question was could you explain the idea again simply because they were thinking of something else to us so they wanted to go over the idea again because the initial foundation of it was good but the idea itself needed work.

Our ideas were conveyed effectively because in the Q&A there wasn't as much question based on them slides because we spoke about them clearly and we got all the information across that we needed to. From some slides you could tell there was clearly an order to speak we added this because we both wanted to speak equally so we added that from 4:08 you can clearly tell that we had an order because we both took it in turns to explain what channels we wanted the advert to be broadcaster on.

Once the pitch was over we were given feedback on the main points which was the idea and the audience profile overall the pitch was good and we both covers all of the information that needed to be spoken about and we also had a different idea compared to the other groups ours was more based on “FUN” and “VINE”. This is because no one really touches them topics in adverts because its all about money.

3. Appropriateness to audience compared with original Intentions

The final advert Thajeethan and I created was very successful and we didn't expect it to come out the way it did which was a good thing. Because this meant we had expanded on our initial target audience. Because we only used male actors this meant that the audience would be more male than female. Based on the past Terry’s Chocolate Orange advert all the main actors and female meaning they were targeting a female audience however our advert breaks that it now conveys a balance audience where both male and female can have the product. When creating the advert we also made sure it still linked to the past adverts that were official. We did this by adding in the slogan from the 2010 advert which was also another re-launch of the brand and product. Our advert also had a “Vine” type of feel to it because it’s a video sharing app that a lot of people use so we thought to more public with the advert why not do a vine style advert.

The aim of the advert was to make it look like a number of vine videos in a compilation to do this we decided to film on our phones so the advert has an amateur feel to it. The shot types and the editing we decided on were to have short and fast cuts so it feels and looks like a compilation. At 0:27 we added a pack shot to show the product and how you can get involved with the has tag that was the aim of the video to make a advert that re brands the product to get a new audience and to have some fun while doing it. The locations we used weren't to fancy but right to fit the type of advert style we were going for because we wanted to show it can be done anywhere.

4. Effectiveness of techniques

 During the advert my partner and I didn't really uses a lot of techniques compared to the past advert that were made. We did this because we wanted to show and film in a amateur way with some professional shots for example at 0:29 the pack shot of the product with the voice over, To make sure the advert still had the amateur feel to if we filmed with 2 different phones so that the video clips would be different camera quality still having the vine effect. The audio format we used was MP4 due to the fact we were working on an iMac and they only support MP4 files when it comes to audio. However in the advert at 0:03 when Matthew was saying “Smash it challenge” you can still hear some wind this was because when we were recording the weather was really windy and rainy that the reason he was wearing a coat also we couldn’t control the weather and to be honest its better with the wind because we still have the amateur feel to the advert.

The graphics we used started from 0:01 till the very end of the advert these graphics was the challenge hash tag “Smash it Challenge” when Jaskaran first said the challenge name the graphic then faded in and stayed there throughout the advert till we got the to the final few seconds. At 0:28 we had a pack shot of the product and a clear voice over on how to participate and saying the slogan  

5. Effectivness of Techniques 

Mine and Thajeethan’s advert is aimed at a young and older audience between 16 and 26 years of age. You can tell because in the actual advert consist of teenagers as they are the target we are mostly aiming the advert at due to the fact they can start the trend off however due to the past adverts made they were mostly towards a female audience so we decided to use only male actors so the gender gap would be filled and the product can be for both genders.

Our advert does meet the target audience and the brief because the brief wanted a new type of audience attracted to the brand with out loosing people that are loyal to the brand. We still met both the issues because we have brand in a new male audience because of the actors and we still are being loyal to the old customer by involving them in the challenge for example at 0:28 when Jaskaran says smash it challenge then the voice over comes on saying how you can participate

6. Effectiveness of Conventions

. During our advert we didn’t really have any conventions to show. Because our style of advert was more humours we decided to make a compilation of people with different background breaking and eating the product. The main convention you can see in our advert is our USP this is the breaking of the product itself. This is our USP simply because it breaks the conventional way of eating and breaking chocolate.

At 0:07 you can see that the product was thrown in to the shot and then Jaskaran kicked the product this here is not a conventional way break chocolate. Then at 0:10 you can see Jaskaran eat the product in an aggressive way. The impact that this adds to the advert is entertaining the viewers and keeps them watching due to the fact it would making the laugh.

We choose to have USP because it makes the advert different not much advert in his time focus on the audience they try to sell the product in 30 seconds so they would make money. We wanted your audience to be more involved so we took in the input and put them in the advert and showed it. For example at 0:01 the audience wanted some sort of challenge in the questionnaires so we added a hash tag so the audience can get involved.

7. Impact of Work 

Our advert for Terry's chocolate orange does have a positive message due to the fact that the audience will have fun with the money the spent on he product. This is simply because of the challenge because its a different way to eat and break chocolate because its not the conventional way. This allows the audience and the person who buys the product have more fun and be creative with a idea for the challenge the more people are creative the more people would get in involved because they want to try it.

Unfortunately our advert does not relate at all from the 997 advert to 2009 this is because of the celebrity endorsement and all the actors are female. However in 2010 they made a advert with a slogan that our advert finally relates to, In the 2010 advert there wasn't a main actor and there were people of all ages taking put but they didn't add any young adult so we made a advert for them that can go viral and allows them to have fun.

8. Technical Qualities 

During the whole project id have to say the filming week was they most successful due to he fact it was quick because we didn't use any of the schools camera so we didn't have to set anything up and we didn't have to worry if it was to get stolen, Because we didn't use the schools equipment we decided to film on our own phones for 2 reasons so we get the Vine feel to it and we have 2 different camera quality's. Even though the filming week was the best we still had some problems because it was exam season most of our actors were in exams so we had to fit our filming times around them so they have full focus on the exam and not think of a idea for the advert.

To make sure we didn't have a professional look to it we didn't really worry about the costumes as we wanted it to be a everyday type of video with the vine effect because of this all the actors were wearing something they would have on at home and nothing fancy like a suite and tie. This here adds the home made effect because it seems like we don't care about it but that's part of the advert. The main challenge we had was the weather as you can see at 0:03 the video was mutes only because it was too windy to play again and the camera was shacking due to the weather but this still adds the armature feel to it 

9. Aesthetic Qualities 

The advert Thajeethan and I created was the same as we said in the pitch nothing was changed and we didn't want to simply because the idea we had was a solid one and really good. The main of the advert was to get a new audience. We think we have done thins because we filmed a advert with a internet video feel to it this allows people to come together and laugh about the clips allowing them to try it them self meaning they will have to buy the product. At 0:01 you can clearly see it is filmed in a garden this is because its at home in a location that the actor knows well we filmed in known location because we wanted the Home Made feel to it this was because we still wanted the old audience to understand and try and get involved the customers were also a big thing because they were aloud to wear what ever they want apart from fancy stuff because we still wanted the home-made effect.