The Creative Process

Qestionnaire Results.

After creating our advertisement i created a questionnaire for people in my group to get people to complete.

I asked my parents what they thought of the advertisement and they both said they loved it. And that they thought it was memorable and true to the Coke advertisements out there at the moment. I then asked some people i speak to online around my age what they thought of the advertisement, And they said exacally the same thing as my parents. They also liked how it was nostaltic because of course they are not from that era. And they also learned something about how coke was created.

Storyboard

This was my storyboard i created for my idea. I drew pictures to go with them, but they can be seen on the written one i created and printed out.

Scene: 1	Scene:2	Scene:3	Scene:4,5&6 (All very similar)
Description: 00:00 – 00:02 – We see the hand of the person, in the background someone will be saying “One, Two, Three” while the fingers of the person’s hand makes the numbers.	Description:00:03 – 00:05 – First pair of dancing shoes. Close up at the shoes as they are dancing.	Description:00:06 – 00:08 – We get a shot of the coke in the person’s hand. They are waving it about a tiny bit.	Description:00:09 – 00:14 – Another couple of pairs of shoes dancing are shown on screen. This time they are dancing differently.
Scene:	Scene:	Scene:	Scene:
Description: 00:15 – 00:17 Jump cuts of the coke can, moving towards a pair of feet. It stops at the feet.	Description: 00:18 – 00:19 The Person picks up the coke. Same type of mid-shot. We do not see the person’s face, just the hand bend down and grab the Coke.	Description: 00:20 – 00:22 Cut to new scene: Close up of a woman smiling.	Description: 00:23 – 00:24 Close up of the Coke glass in her hand (Unlike the other shots, which will show a coke can.)

Working Title:				Page 1 of 4
Scene:		Scene:	Scene:	Scene:
Description: 00:25 – 00:26 We now see quite a long shot of a person shaking a Coke can.		Description: 00:27 – 00:29 After a quick cut we see the Coke explode.	Description: 00:30 – 00:32  From here we cut back to the scene from the 00:15 marker. The person who picked up the can looks at the Coke can. A mid shot, we see his head up to his shoulders We want to get his expression of happiness when he picks up the can.	Description: 00:33 – 00:35  Close up shot of the person taking a drink out of the can. Want to also see ‘Coca Cola’ on the can in close up. Kind of for ‘hidden advertising.’
Scene:		Scene:	Scene:	Scene:
Description:  00:36 – 00:37 Mid shot of the person’s face with a grin on it.		Description: 00:38 – 00:40 Finally the Slogan to end the commercial, saying ‘Live on the brighter side of life, Coke.’	Description:	Description:

Relevent Research for advertisement:

We chose the evolution of Coke and i completed some relevent research for our group powerpoint:

Relevant Research

We looked Into two videos on Youtube that inspired the introduction to our advertisement. They both include chase scenes which is how we want to start of the beginning of the advertisement. The first video we looked at was the Yolanda Be Cool’s We No Speak Americano. We liked the whole feel to the advertisement, for example the vintage feel and the colours etc. Halfway through the song there is a chase scene with a policeman and a young guy, and we liked how this was stylized. We are also using similar characters, We are using a policeman, but instead of the music video that features a young man, the man that is getting chased in our music video is going to be the inventor of Coke. We also like how it’s similar to a short silent movie, and we will adapt elements of silent films such as subtitles to our advert

However, our advert is mainly based on the Hovis advertisement that is about a boy running through 122 years. We got the idea that in this case, the Inventor of Coke would be running through 126 years of Coke. In the end it’s going to be different, but the Hovis advertisement was a big impact on our idea.

 We also liked how the time changes, the scenery and the appearance of the boy change. And we are also adding this element to our advertisement.

My Idea & Advertising Research

Plan and Research for Coke advertisement

Plan/Basis

I feel that Coke can be advertised in all sorts of ways. I wanted the follow the trend of most Coke adverts. Mostly all of them are cheerful and have a broad target audience. I didn’t want to change the fact they have a broad target audience, the more people interested the better. However I wanted my idea to be appealing and radiant and fit in with the generation we live in now.

My idea:

My idea is solely based on song and dance advertisements, even though it’s not anything similar to advertisements such as Go Compare and Sheila’s Wheels. The basis of my idea are a group of people dancing/and people generally with Coke. We get close up’s of the dancing, and the coke and smiles on people’s faces. The other main part of the advertisement is close up of people’s shoes/feet dancing. To make the advertisement look young I visualized the shoes to look funky and bright as well as the clothes they are wearing. The whole idea of the advert is the simplicity of it and how it does not need to be complex just to make people want to buy the product. The USP of my idea is simply the fact that the people in the advertisement are enjoying the drink. When it comes to advertisements, especially drinks I feel like nothing sells more than seeing that people truly love the product.

Research

When looking into different Advertisements it wasn’t about finding something similar, but it was about the feel of the advertisements and how they inspired me out of feeling, more than appearance. So I wanted to look at song and dance advertisements mainly and how they convey a sense of emotion and how I could fit this into my own coke advertisement. I found two advertisements that I thought Fit in really well with what I wanted my advertisement to look like, So I looked into them;

Fanta

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

One advertisement that has catch my eye lately is the advertisement for Fanta. This is an example of an advertisement that is completely different from my idea, but at the same time fits in with the type of feeling I want to get through in my idea. 

The advert is animated and has a group of people drinking Fanta. It really does not have a narrative but really the aim of the advertisement is to attract people the buy the drink by the fun of the advert. I like the colours they use in the advertisement. It’s completely bright, There is nothing dark about it whatsoever. It’s structured really simply. It’s only a 30 second advertisement so it’s quite short but that’s what I like about it. I like how the advertisement is short but at the same time makes you want to buy the product. It doesn’t go into great detail on why you should buy it. It just creates a happy situation between the animated people, and then sells the product in the end with the slogan ‘More Fanta, Less Serious.’ The motto explains exactly what the advert is and it also explains exactly what I would want my advert would be like. The whole point of my advertisement is not being serious and not making people think ‘logically’ about buying Coke.

Sundrop Advertisement

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

This is an American commercial for an American drink called Sundrop. It’s similar to the Fanta advertisement, in the sense that it’s a good type of nonsense, and they are not forcing it down your throat to buy the product, Again, this is why it has influenced my idea. The whole idea of the commercial is the woman drinks some Sundrop and starts dancing, That’s it!

Again, I like the use of colour and setting. I like how the woman matches the drink. You can’t see but she wears a green shirt and a red headband. I like the whole dance element. It’s fun to watch, It’s funny but in a ridiculous way, but that’s the whole point. No one can be critical about the advert. Again, it’s simple and it’s just doing what it’s doing, being silly to advertise.

It makes the drink look radiant and fun. It makes you want to feel that emotion that the woman is having when she drinks Sundrop. In that instance it connects the audience to the advertisement. People may not see this when they are just watching the advertisement, but when you critically look at it, you can tell that’s what they are trying to do.

It’s just an example of harmless fun that can actually be the key to advertising something successfully, what I’m trying to explain through these examples is That sometimes advertisements do not have to be serious, You can experiment and make advertising fun. And overall that’s what I want to do in my advertisement.

Analysis of two Advertisments:

The T-Mobile Dance Advert (full version)

http://www.youtube.com/watch?v=VQ3d3KigPQM

The first advert I looked at was The T-Mobile dance. It’s a documentary type advert which takes place in Liverpool street station. The advert is based around a flash mob dancing in the street station.

It’s documentary and it comes and it’s very realistic. It comes off as very humorous because some people in the street station are not expecting these group of people to start dancing. It was actually completely unplanned. The music is diagetic, as we can tell from how it doesn’t sound completely clear, and it sounds like it’s coming from speakers within the area. It uses close up shots of a group of people dancing but it also uses a lot of birds eye view shots because it gives the people watching it the full view of everyone dancing as there are masses of people there. There is no CGI in the advert, Partially because it’s a documentary and filmed on a single handed camera.

The slogan for the advert is ‘life’s for sharing.’ And I think everyone getting together and making people happy and get up and dance, etc, is part of sharing, and I also think because phones are a way of being sociable, the whole getting together reference comes in there too.  It’s really to make the audience feel happy and surprised.

I think this advertisement is ranged at any target audience. It would make anybody laugh and feel happy.

It’s hard to analyse and characteristics and etc because there are really no benefits offered that are shown in the advert and also no similar products are shown. The brand identity is show through the slogan ‘Life’s for sharing.’ And it’s shown before the T-mobile logo. We already know however from their other adverts that there slogan has always been ‘Life’s for Sharing’ so it’s no surprise when the T-mobile logo shows up.

I think that this advertisement is successful in what it does. It does it in a really special and unique way and it has become very popular. Having it feel realistic, for example the camera angles and having no non diagetic sound, other people joining in, makes it even more fun for a viewer that has maybe thought that this has really happened. All in all the advert is really such good fun to watch and that’s simply how T-mobile gained more popularity.

Audi A7 Sportback

http://www.youtube.com/watch?v=mZC2219U6Co

This is a heavily computer generated advertisement for the sportback Audi. The advertisement shows us the different parts of the car but in a hallucinating/psychedelic type style. 

The advert is probably close to being animation/Analogy. There is not really a narrative in it but the elements of the advert are completely unreal. The advert is quite surreal. For example how we go inside this brain and then see all the parts of the car in this psychedelic manner.  The editing is a huge part of this advertisement. It’s shot on a completely white background. The colour of advert signifies the colour of the car too. There are also lots of different camera angles. Each angle is different to show the different parts of the car. It’s also very smoothly edited. For example how it just moves swiftly or morphs into the next element of the car. They used non-diagetic sound, and the whole advert is based on CGI so I think the company had a very high budget to make this on.

Like every car advert the advertisement is really trying to make people buy the car. There are not really any hidden messages in the advert, but the way the advertisement shows power and etc people might think this is within the car too. The advertisement is aimed at people who drive, but maybe for more wealthy people. The advertisement and the car are both shown to look very slick.

There are lots of benefits shown by the elements of the car they make us look at. Although they are CGI it still makes you think, ‘if that looks like what it does in the advert this car my defiantly be the car for me’. The brand identity is seen in the advert while the CGI is happening but people may not see it as the circles move into each other, but that’s the point since the whole advert is really a collage.

I believe this advert is successful in maybe a different way to other car adverts. When watching it I feel the reason I would get the car is because of how stylish everything is set out in the advert instead of them driving it around different weather conditions.

Reflecting On Lesson two.

Again, lesson two was split up into two parts. In the first part of the lesson we looked at regulations. We looked at a website called the ASA, who look into the regulations of advertisments. There job is to also meet viewers need by taking care of advertisments that may be innapropriate or offensive to other people.
We look into the types of things people complain about on the website too. Some of the complaints are pretty ridiculous!

In the second half we were put into groups and came up with our idea for our advertisment. My group got Coke. We came up with some really good ideas but one in perticular the group decided on was really good, and we all have high hopes for it!