TV Advert Production - Task 4

Proposal

After doing some secondary and primary research into different fizzy drinks and after trying out my ideas on some people I interviewed and done a questionnaire on, I decided to design a new fizzy sports energy drink. I chose this because during my research I realised there aren’t many drinks out there which are mainly aimed at the younger generation to help improve their performances. My drink is a fizzy sports energy drink and it is called ‘Zade’. I aim to make my television advert for my product funny because this is something that would catch the attention of younger people.  I aim to make a drink that will be healthy for the younger people to drink while playing a sport to enhance their performance.

Synopsis: My advert will include a variety of different sports people e.g. Footballers, runners, basket ballers, tennis players, etc.  I want the characters to be aged 13 to 18; which is my target audience. In my advert I want it to start with shots of the sports people showing their faces looking competitive and ready to go. After this, once they have begun their sport, you see all them running around being fast as ever with energy to win the sport they are playing. After the game has finished, the players will celebrate their winning, running around doing cart wheels, throwing their tops over there head, just celebrating madly. It will end on showing them all sitting on the bench relaxing while drinking a bottle of Zade. Lastly to advise the drink, you will see the drink with everyone behind celebrating.

Target Audience: After carrying out the questionnaires and interviews with people I decided on designing a drink for younger sports people so my target audience is 13 to 18 years old. I feel my drink targets its audience with the bright and bold colours used because it’s not boring and dull which wouldn’t stand out. I also feel my planned advert for my product will attract the attention of the target audience because It is quite funny when they are running around quickly completing and winning their game and then when they celebrate they might be able to relate to this when they have previous won something . I will be using the advertising technique called wit and humour to attract the audience.  I also plan to make the music of the advert music that would be popular within the younger generation, this will also be a way of getting their attention.   

Brand of my Product

TREATMENT FOR MY TV ADVERT

My advert will start off with four different sport players, one footballer, one runner, one basketball player and a tennis player. The advert will take place in a basketball court, football pitch, tennis court or the start of a 100m sprint. The first couple of shots will cut between close up shots of the sports players faces to the hands with a ball or a racket. They won’t be quick shots but it won’t be dragged out shots; it will just show the focus of the players. This builds up the tension of the game about to start.

The props needed for this scene will be the right clothing for the game e.g. Football kit, basketball kit, sprinting shoes, trainers, etc. Also a tennis racket, football, basketball will be in this scene, this is necessary to show we are representing a sports drink. No lightening will be needed for this scene as we are hoping to do this all outside in park courts, etc. The talent we will be using for this scene will be people who participate in these 4 kinds of sports. The music throughout this scene will be the heartbeat of the players in the background with a music track of Lady GaGa - Born This Way building up in the background.

The next scene will be when the game takes off. There will be loads of quick shots of the players running around with the ball, speeding past other players and keep getting goals. This will be shown in a funny way though, all of the shots will be quickened so it looks like they are really fast. Also I I want to show the other players playing against them for them to fall over, be knocked out of the way of the main player we are focusing on etc. There will be a range of long shots, to mid shots, to close ups of their expressions. Mainly will be long shots to show off their quick performance during their game. To show off all four different sports there will be a lot of cuts of different shots to show off all four performances. Some of the long shots will follow the movement of the player to show off the speed.

The props for this scene will be the same as the last one, props needed for the game e.g. football, rackets etc. The talent will also be dressed the same as previously to show they are involved in the sport they are playing. The sound throughout this scene will be the song Lady GaGa - Born This Way. I chose this because it picks up the paste like it does also on screen. I also chose this song because it was in the charts and will be popular with the younger generation who this advert is aimed at.

The next scene will be still on court but they would have just won the game. In this scene you will see the players celebrating by doing cartwheels, pulling their t-shits over their heads, running up to their friends and celebrating as a group. This will also be shown in a funny way, them celebrating in a way the adults wouldn’t. There will be a range of shots, from long shots to close up shots to show what they are doing when celebrating. There will be a lot of cuts again to show all four celebrating in a different way. Also, the drink comes into picture this scene so close up shots will be shown of the players drinking the drink.

In this scene, the drink will come into picture. Some of the four players will be holding it in their hands, takes sips of it, etc. This is the start of showing where they get all their energy from to perform like that. The sound in this scene will still be the song Lady Gaga - Born This way, you will also hear the cheers of the players over the music.

The last scene will be of all four main sport players sitting on the bench drinking the drink “Zade”, they will all look happy during this scene because of what they have achieved because of the drink. This will be a long shot of all of them; the screen will be split into four to show all of them with the drink. This crosses the message that the drink is the answer.

The music in this scene will slowly fade down but you will still hear the sound of cheers in the background. Props needed for this scene will be a bench and the drink, not many are needed for this one as the main focus of this scene is the drink. It will end on the slogan “For the energy, to perform” will come up in graphics along the bottom. 

Primary Research 2

Questionnaire


I put together a questionnaire about Fizzy Drinks and asked 10 people to fill it out. The range of age from 15- 35. I got mixed reviews back but I feel I know what type of drink i want to make and what my target audience will be for it.  


Here is my questionnaire. 

Questionnaire on Fizzy Drinks

1.       What is your favourite drink out of these 8 fizzy drinks?

⎕ Coca Cola    ⎕ Tango    ⎕ Red Bull    ⎕ Lucozade

⎕ Dr Pepper    ⎕ Monster Energy Drink   ⎕ Sparking Water   ⎕ Cherryade  

2.       How often do you drink fizzy drinks?

⎕ Everyday   ⎕ Few times a week ⎕ once a week ⎕ Just with a meal

3.       What is the main reason you drink fizzy drinks?

⎕ Taste nice   ⎕ For the energy ⎕ Nothing else to drink ⎕ Other___________________(please state)

4.       What type of fizzy drink do we need more off?

⎕ Fizzy Drinks ⎕ Fruit flavoured drinks ⎕ Energy drinks ⎕ Sports energy drinks

5.       What grabs your attention about a drink?

⎕ The image of the drink ⎕ The advertisements ⎕ Type of fizzy drink it is

6.       I feel we need more sport type fizzy energy drinks, do you agree?

⎕ Yes ⎕ No

Why?

………………………………………………………………

7.       If a new Sports Fizzy Drink came out for younger people, do you think it would work? (State age……..)

⎕ Yes ⎕ No

.......................................................................................

8.       Please explain what you feel we need new in the market.

……………………………………………………………

1. Coca Cola - 3 

Dr Pepper - 2 

Red Bull - 3

Water - 1

Tango - 1

2. Everyday - 3

With a meal - 4

Few a week - 3

3. Taste nice - 7

Energy - 3

4. Sports - 6

Fizzy - 2

Energy - 2

5. Image - 7

Advertisement - 2

Type of Drink - 1

6. Yes - 9

No - 1 

- A large majority agreed with this. A lot of the comments said fizzy drinks need to be drunk as in a way of improving their performances, as now a days fizzy drinks are drunk just because they taste nice and this isn't a good way of approaching it because they aren't good for you so a lot of people feel a fizzy drink with a lot of elements in it that is good for you is a good new approach to something new on the market. 

7. Yes - 10

- As an age range from 14-35 done this questionnaire this question seemed to still go down well with all ages. The comments said this could be a way of helping keep children keep healthy as most teenagers drink unhealthy fizzy drinks which rot their teeth. However with a Sports Fizzy Drink it will include elements that younger teenagers are not getting now so all of the people who answered my questionnaire said this could be a good idea. 

8. After reading the last two questions about a Sports Fizzy Drink for teenagers the majority of them wrote this down so clearly my idea is a good idea which is now running through peoples minds. 

Interviews 

I had a one on one interview with a 16 year old girl who was into sports and also liked her fizzy drinks. I asked her what she thought about bringing out a new Sports Fizzy Drink and also asked what would be a good way to advertise it and what would catch her attention.

- The feedback I got from the 16 year old was very positive. She said she feels the Sports Fizzy Drink will work as she said Lucozade is very popular with her age group which has some of the elements I'd like to include in mine. She also thought this would be a good way of persuading teenagers to start drinking more healthily as well as eating healthily. When asked about what is a good way of advertising this drink she said not to bore the teenagers with facts about the drink, to try and make it interesting and fun but also beneficial that they do understand what it is.Funny but understanding of the drink is what she said. This is clearly something that could attract her attention so could work with other 16 year old people.    

My second interview was with a father of two who is 37 years old. He is someone that believes there needs to be more healthy options for teenagers out there. I asked him the same questions as I asked the previous girl. 

- The feedback I got from him was also positive. He believed the Fizzy Sports Drink could work with the teenagers. He said, teenagers love fizzy so joining it with something that is healthy for them could work in a way of improving their performances if playing football or something or just a way of making them healthier altogether. On the question about advertising he said making the image of the drink interesting and fun is way of attracting the teenagers, bright and wacky colours. He said making the whole drink fun will be a great way of getting their attention to the drink instead of boring them with facts that they really aren't too worried about.  

Altogether throughout my Questionnaires and my interviews i had good reviews on the new idea of a Fizzy Sports Drink. 

TV Advert Production - Primary Research 1

Primary Research 1

First Advert – Lucozade Lite

Link - http://www.youtube.com/watch?v=9T_LiUAVl4g

This is an advert for the drink Lucozade Sport Lite. This advert was shot in California along Venice Beach. In the advert you see a group of skaters skating along Venice Beach then all coming together at the end at a skate park which is along Venice Beach. The two main skaters in the advert are Candice and Danielle, they are quad skaters in America, also in the advert is Kilian Martin, and he is a very famous skateboarder.


Throughout the advert you see clips of the three main skaters but also clips of other skaters skating along Venice Beach and at the skate park. Also throughout the advert you see clips of the skaters drinking the Lucozade Sport Lite or holding it while skating.  After seeing the clips of the drink, the energy picks up within the advert, for example, the skating gets more energetic and also the music picks up speed. This could be showing off the energy they get from the drink. As well as the skaters being represented as cool in their brightly coloured clothes, they are also representing their passion for skating. The drink is also represented as a way the skaters get their energy, for example it looks a hot summer’s day so they would get dehydrated by skating in that temperature so also shows Lucozade is a good drink for dehydration as well as for the energy to skate. 


There is no specific genre for this advert that I could spot. I think the target audience for this advert is teenagers/young adults age range 16 to 25, I think this because this age range is shown in the advert. Also, the people in the advert look like they’re having a good time, dressed in bright cool colours with energy from drinking Lucozade which will attract the attention of the aimed audience. Also the song that is used was a new song by DJ Fresh which will catch the audience’s attention. However I also think this advert could be aimed at the people who take up sport as in the advert they are clearly doing the sport that they like and they get the energy from the drink which other sports people could need. This advert specifically is advertising Lucozade Sport Lite where as other adverts I have seen are adverting other Lucozades like Lucozade Energy, Lucozade Sport Body Fuel, etc. Throughout the advert you see the image of the Lucozade a couple of times, you see two different coloured bottles throughout, a green and a yellow one, which shows there are different flavours to choose from. You see the drink being held or drunken within the advert. Also at the end of the advert the drink is shown with like a sun from behind it, this looks like a spot light on the drink, this shows it is an important part of the advert, it also makes it looks big and powerful which it is as it’s an energy drink. 


In this advert there is a lot of different shots used, for example; Low angled, close ups, tracking shots, long shots, etc. There are some good tracking shots of the skater’s feet while moving, in these shots you also get shots of the Lucozade which shows it off. They also use slow motion shots which are good because it shows of what the skaters are doing and also the shot sometimes goes to the slow motion of the song. Also noticed the skating gets faster to the beat of the music. As it starts off soft and smooth then towards the end its much faster. There is lots of cuts between each different shot to show of the skating from different angles. The word “YES” is shown on a black background in bold white letters; this is shown in all Lucozade adverts, its saying “yes you can do it with a bottle of Lucozade”. The song that is used for this advert is DJ Fresh – Louder, at the time of the release of the advert the song was also new and because of this advert it also made it into the charts. The three main words used in this song is Louder, Stronger and better which could be a way of explaining what a drink of Lucozade can do. Also, this being an energy drink, the lyrics “you can’t change this energy inside” is a way of relating back to the drink as well. The adverts ends on the skaters cheering then go to a shot of the bottle; this could show they are cheering on the drink that gave them the energy to perform like they just did. 


I think this advert is successful because the song they used it will catch the attention of the age range they were aiming it at due to teenagers being in to this type of music and also how the skaters are shown in the advert is interesting which will also catch people’s attention. Although Lucozade adverts don’t show their drink much in any of their adverts, I think if it was shown more often then it advertises the image of the product more as well. The advertising technique they used that I noticed was Glittering Generalities, the advert is trying to put across with this drink you will perform this brilliant with loads of energy. I think the main message this advert is trying to put across is that if you have a bottle of Lucozade Sport Lite you will perform like this when doing any sport.

Advert 2 - Powerade
Link - http://www.youtube.com/watch?v=1xoaBXjXDjg

Powerade Research

This is an advert for Powerade ION4. This advert was shot in a studio with one main character being Chris Paul who is a professional basketball player. This is a more factual advert compared to the previous advert.

In this advert, Chris Paul is the main character. He is represented as a healthy fit sportsman. In the advert he speaks about the science of the drink but also talks about what makes a good performance within the game. For example, his is representing the different elements in the drink e.g. Sodium, potassium, calcium and magnesium, this helps knowledge the audience about what is in the drink instead of just attracting them to the image of the product or whoever is in the advert. This is a good way of representing the drink as some people are not always convinced these drinks are as good for you as adverts make out, Chris Paul even say in the advert “know the science”.

The target audience I feel for this advert is 21-35 within the sporting category. I feel this drink isn’t aimed at younger adults as its more a sophisticated drink, the way the advert is presented you wouldn’t think it was aimed at children and teenagers. Also, it seems to be that teenagers wouldn’t be interested in the science side of the drink, they would just judge by the images. Within the advert, performance is mentioned which obviously all sporty people would like to improve on. Throughout the advert, Chris Paul says a lot of convincing words, for example “mental and Physical performance at every moment” this shows that from this drink your performance in both of these places will be up to scratch. Chris Paul is very serious spoken in the advert which shows the seriousness of the drink and also his dedication towards the game. He makes the drink seem serious itself which is very persuading that the drink is what it is represented as. I feel this advert works as in aiming it at 21-35 year olds because Chris Paul is very persuading about the drink and how it helps his performance and Chris Paul being a professional, most sports people would like to follow his steps. The image of the drink looks very big and strong in the advert, it sort of looks like a body figure, the bumps on the bottle could represent muscle. The main colours of the drink are blue, black and white which is shown throughout the advert. In the advert the bottle looks important, giving of the message that if you want to perform like Chris Paul then this drink is the answer.

This advert looks very professional and all the different effects give the science effect. At the beginning of the advert, he walks into the spot light which is on his throughout the whole of the advert, this shows he is important and the main focus is on what he is saying. Throughout the advert you see a range of shots e.g. mid shots, long shots, close ups, low angled. I feel they use a range of strong shots like the low angled shot of Chris Paul makes him look big and strong and also there are many close up shots of his hands, basketball and face which are very intense strong shots. This advert was recorded on green screen as all of it is graphics. There is graphics of the bottle, the atoms, and atoms bonds flying around Chris Paul, basketball court, medals, and players smashing into pieces when Chris Paul passes through them and also the ball changes into an atom towards the end. This advert is full of effects and graphics whereas the last advert was mostly just plain recording. The sound throughout the advert is like a heartbeat in the background; this is like the tension of the game but by the end has completed it with a drink of Powerade. The sound is also quite beaty which speeds up throughout the advert. There is also sound effects for what is happening e.g. smashing through the players and the bangs of the four words at the end.

There is no storyline to this advert. It’s just based on a professional basketball player talking about the science of the drink and about his performance after having the drink. It’s not like the previous advert; this advert just concentrates on the drink and what it provides. The genre of this advert is scientific; I think this because obviously they are talking about the science of the drinks by referring to the different elements in the drink. They use two different adverting techniques, one being facts and figures as they are obviously relating to what elements the drinks contain, they also refer to the performance with reference of medals the basketball player had won. Another one they use is testimonial as they are using Chris Paul to present the drink and he is a professional basketball player so coming from a professionals view will convince the audience more. I do think this advert is successful as there is many positive words throughout the advert about the performance and also referring to the science part of the drink makes it more reliable to the viewers.