Advert Pitch

My advert pitch

My idea

My idea is to create a wild west/cowboy theme. Hellmanns mayonaise is the bad cowboy in town and finds  people who eat food without mayonaise. The mayonaise will wear a cowboy outfit to create the theme and to bring comedy into the advert which is what I want to get from it. I will use a board in the back of the mayonaise to make the mayonaise fit with the outfit that it will be wearing. My idea is based in a kitchen with a women making a sandwich, wild west music comes in the background and the women is looking around to see where the noise comes from, as she turns back around the mayonaise is there and it is "looking" at the women, there is a close up of the women as she looks in fear then there is a noise which suggests the mayonaise at shot at her, she opens her eyes and looks at the mayonaise, the mayonaise top is open, she looks at her sandwich as it now has mayonaise on it. She looks at smiles and eats the sandwich. There is then a packed shot of the mayonaise with the theme music and then the mayonaise is knocked over by accident.

Camera shots

I want to get extreme close up to get the effect you see when you watch cowboys films where they draw their guns. I also want to get establishing shots to show where the advert is shot at.(Kitchen).

Lighting

I want to get natural lighting because the advert will be shot in a kitchen, i want to get the lighting either from natural light bulbs or from the light in a window, shining on a table.

Location

Kitchen in a average looking house. Bright kitchen.

Brainstorming my advert

Brainstorming my advert
I have looked at the brief and previous adverts to get some ideas, I will put bullet points to help me to create my own idea.

Hellmanns mayonnaise squeeze bottle

• Healthy food
• Hellmanns makes it
• Fresh food
• New squeezy bottle in town
• Close ups
• Comedy
• Funny music
• Fast cuts

From looking at my brainstorm the point that stands out the most to me is "New squeezy bottle in town". I like this because of the way it is said, this to me gives me an idea where I can use this. 

• Cowboys
• Wild west
• Guns
• Squeeze bottle is a cowboy and making sure that everyone puts Hellmanns mayonaise on their food.

Legal constraints

• 30 second advert
• Include the click on the bottle
• The bottle

This is a mind map that I done on paper which is what I want to do, i broke down some points to help me for when i do my advert. I want to create a cowboy theme with the mayonaise being the main character and the "new squeezy bottle in town".

750 Word essay on advert techniques

750 Word essay on advert techniques

In every advert there are techniques and structures that are used to insure the advert meets the target 
audience. To be able to make my advert I must make a questionnaire for my target audience to get the
answers I need, but before I do my questionnaire I will research some adverts and look at the techniques
and structure that they use, to insure they hit their target audience. I will look at adverts which are new
and adverts that are old.


The first advert that I am going to look at is the Hovis advert which is called healthy competition. This is made in 2011.
http://www.tellyads.com/show_movie.php?filename=TA12808
From watching the advert the techniques that I have picked out from the it are:-

• Comedy, by using normal day people compete in a race for bread.
• Using real life characters to make the advert look as realistic as possible.
• Packed shot, by placing the bread at the end with sandwiches placed on a plate.
• Brand name and logo included.

Overall the video is funny because the thought that farmers are running in a race for bread, seems stupid and funny.

The second advert that I have looked at is for KFC, because of the wide target audience that it already

has, because of this reason they have many adverts all aimed at different people. Their target audiences are:-

• Families
• Men
• Women
• Business people
• People in a rush

I have looked at one advert which is about families, the advert is 30 seconds and was made in 2007

http://www.tellyads.com/show_movie.php?filename=TA4637

This is the techniques and structures that I have seen from the advert:-

• Real life people, looking on what families do everyday. (wake up, go to parties and eat at the  table together.)
• Comedy. ( How the triplets get the same things which all match.)
• Pack shots, by going into extreme close ups of the food, showing it in detail and making the food look expense and rich.
• Placing the logo and the name at the end of the advert, with also the image of the the "kfc man".

The other advert that grabbed my attention is the advert for Lurpak, the advert is called "Fridge Forager". This one stood out to me because of the techniques that are being used in the advert.

The film is made in 2011 and is very recent.

http://www.tellyads.com/show_movie.php?filename=TA12381

The techniques that are in the advert are:-

• Pack shot. The whole advert is full of pack shots, with extreme close ups showing the food in great detail, making the food look expensive and rich. The pack shots come from all shots of the food, from looking directly at the food and going past the food.
• Dramatic effects. The dramatic effect that is being used in this is a very low voice which reminds me of the voice from Transformers, which is a deep but engaging. The voice makes the food serious, but through that the voice also makes the advert funny because of the seriousness of it.
• Real life. People make food every day and the advert shows a easy and typical meal that someone would make for their dinner.
• Lighting. The lighting is very low which also gives a dramatic and serious effect. The lighting makes the food look very interesting and stand out.

From researching the adverts I can see that there are many different techniques that people use to get people to buy. The main techniques that are used are either comedy or facts. Comedy is a good techniques because the humour will get people talking and the more views that the advert gets, the

more people will buy if they don't buy it already. Word of mouth and viral video promotes the advert

from the advert on the television. Some examples of funny adverts are:-

• Volkswagen commercial: The force.
• Cravendale: Cats with thumbs
• Crusha:- Gym kittens.

These adverts all have something in common, they all take humour in things which are not real and

something that you will never see, this is why the adverts are so funny, and also what is said as

narration, which can be more funny than the advert it self. Adverts which are serious will get the

attention of the viewers because the viewer will then see what is actually true and what they will want

to know when they purchase the product, this help to promote the advert because they then answer

the question is viewer wants to know. Adverts which use facts are:-

• Loreal: Gwen Stefani
• Niquitin commercials
• Nivera

These adverts includes facts which promotes the product.

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Research

Research

To be able to create my own advert with an original idea, I will research:-

• existing products
• existing adverts
• posters
• slogans/motos
• ingredients

Existing Hellmanns mayonnaise products

This mayonaise was in a jar, which is the original product.

The mayonaise is now in a squeezy bottle which is the new product that we are trying to promote.


Existing adverts

http://www.tellyads.com/show_movie.php?filename=TA4491
http://www.tellyads.com/show_movie.php?filename=TA10916 Posters

Slogans and motos

• A different kind of dollop
• Each squeeze tastes as fresh as the fruit
• Hellmanns makes it 

Ingredients 

Nutrition Facts

Serving Size 1Tbsp (13g)

Servings per container VARIES

Amount Per Serving

Calories 90

Calories from fat 90

% Daily Value *

Total Fat 10g15%

Saturated Fat 1.5g8%

Trans Fat 0g

Cholesterol 5mg2%

Sodium 90mg4%

Total Carbohydrates 0g0%

Protein 0g

Not a significant source of Dietary Fiber, Sugars, Vitamin A, Vitamin C, Calcium, Iron.

*Percent Daily Values are based on a 2,000 calorie diet.

Hellmanns brief

500 word essay on Hellmanns brief
What will I look at in the brief? 


Hellmanns Squeeze is a new product that is easier to use than the previous product which is Hellmanns in a jar, to be able to promote this new product with an advert I must understand the brief of the product which has been given to me. The things that I must look at are the demands, structure, constraints, discretion and the opportunities.

Demands


There are a number of demands that I must meet to able to carry on with the advert otherwise the advert will not meet the demands and the advert will not promote well and sales as well. The demands that are required from the brief is to promote the new squeeze bottle for Hellmanns, using this product will help you to prepare and enjoy making food, because its a fun and new way of using mayonnaise. Another demand is that you must promote healthy eating, there cannot be unhealthy foods such as burgers on the television because of the bad factors it has on peoples bodies. Sandwiches or tuna is most likely product to use because they are healthy and because you can use mayonnaise in both foods.

Structure


To be able to make my advert I have to see what I can do and the requirements of the brief, by doing this I have to look at the structure of the brief.
The structure of the brief is:-

• Getting from the Hellmanns jar to the Hellmanns squeeze, which is two separate containers.
• However you make food, use Hellmanns mayonnaise because it is a premium brand and tastes great with anything.
• Appeal to a wider market by using fun gags.
• Promote real and healthy food.(Also a demand). 
• Make people enjoy eating their food.
• Helps your social life because of the taste.
• Fun slogans "a different kind of dollop".
• Get Hellmanns on the fast food list, which is very popular.
• Creative idea.
• Make the idea of Hellmanns fun.
• Promote to other countries across Europe, such as France, Italy, spain, Portugal, Ireland and Greece.
• Make Hellmanns better than the other dressings for food such as Laughing Cow and Marmite.

Constraints and discretion

Constraints and discretion are the limits and flexibility of the brief, what I can and can't do. I must look at the brief to be able to see what is allowed in the advert.

The constraints and discretion of the brief are as followed in bullet points:-

• You cannot go over 30 seconds
• Include the click on the top of the bottle
• The moto, which is Hellmanns makes it.
• Appeal to a modern audience
• Promote healthy food
• Include the squeeze bottle

Opportunities

The opportunities for Hellmanns mayonnaise is that there are many products that will compete with the product and that new products are being made which are more appealing to other audiences, the opportunities that will come from the advert is that the advert will promote the new product because of its appeal, then that will promote Hellmanns mayonnaise.

which advert?

What advert?

I have looked through the different adverts that I can do, I want to do the Motorola advert, after looking on the internet i am unable to buy the phone because it is not available to purchase as the date of the phone is older, and the product is no longer made. I decided to look at my options again and have decided to go with the Hellmanns advert because the product is easy to purchase and i like the product.

Hellmanns advert
What do I have to do?

• look at the brief in detail
• research on the product
• purchase the product
• questionnaire
• what the product is used for
• watch existing adverts for Hellmanns
• research slogan and posters for the products

Where to find research from, etc?

• Google
• Hellmanns website