Does your advert fit the purpose
The brief specified that the advert should be at least 30 seconds, and should appeal to 2 audiences a primary target audience which predominately would be younger, and perhaps an older generation audience which the advert would also appeal to. The brief further specified that the advert should creatively be an original piece, although we could take inspirations from previous adverts that the brand had produced. In our case we was able to meet the brief as our advert was 33 seconds which whilst it was not conventional it was 10% more which is allowed. Moreover, our advert appealed to a primary target audience which was the younger generation as we used an action sequence taking inspiration from the Jason Bourne franchise. We knew that this was popular with younger people, and if we could mimic that style we would be able to appeal to a younger audience. Furthermore, we could also appeal to a secondary audience which was older, because we also took inspiration from the 1980's advert which in turn meant they could remember what the old advert looked like creating an appeal towards them.
Clarity of communication
We pitched our ideas, with a powerpoint presentation in which we could present our ideas through research and outlining our content. We further pitched our ideas to an audience which was similar to the target audience of our advert. This allowed us to get some good feedback at the end of our pitch, to either improve our idea or either outline the strengths of our idea. We felt that we did convey our ideas effectively using many examples to help the audience collect a picture of how we wanted the advert to look like. As our advert didnt have much dialogue, we really needed to make sure that the audience knew exactly what the visuals would look like for the advert. Appropriateness to audience compared with original intentions
Our intentions for this advert was to produce an advert in which it consisted of a main action sequence where our main character would be chased by two agents and the aim was for our main character to reach the briefcase first. We felt that the main crux of the advert which was this epic action sequence would entice the audience, thus appealing to them. Moreover by taking inspiration from the Jason Bourne franchise this also allowed us to have a wider appeal to an audience because the franchise is very popular. We further was also able to appeal to our target audience by taking costume ideas from the films which was the main character in jeans and a t-shirt and the two agents in suits or shirts and trousers, but then extending the mise-en-scene for a British audience by setting the heart of the advert on a bridge and alleyway with the graffitied walls. This would attract and engage them more beaus it was easier to relate to the type of environment that we incorporated.Effectiveness of techniques
During the advert we tried, hard to not keep the camera static, but instead we tried to constantly have movement in all shots. During the action sequence the camera constantly tracked or panned (0:09) which mean that the editing pace could be faster and thus make for a much better action sequence. The camera language further allows for the atmosphere to grow which meant that the intensity and the engagement for the audience was a lot greater. In terms of editing we wanted to cut the advert very fast, trying hard not to dwell on a shot for too long, this again would create a more intensified atmosphere for the audience and build till the big reveal. A particular shot that we was more proud of was the reveal, when our main character sits and opens the briefcase, we based this shot on Pandora's box with the glowing lights coming from the inside. Through production we was able to put a light box inside the briefcase, however during post-production, we was able to make the light brighter and add a yellow colour to the shot (0:28). In terms of audio we only had 2 lines of dialogue which was at the start of the advert, this launches the advert in to the main action sequence and further provides some backstory for the whole advert (0:01). All other audio is based around the music that we chose and the sound effects that we chose to add. We wanted to have some action type music which would intensify the action on screen, whilst we could have gone with something that may have been a faster paced we felt that the opening of the music added a certain special agent feel to it (0:04). Effectiveness of content
The advert we created was all based around an epic action sequence that our main character would go on, to try an retrieve a briefcase that ultimately had the product inside that he would later bring back home to the family. We felt that the initial beginning of the advert (0:02) would engage the older generation leading into the heart of the advert, because they would find it similar to the old 1980's advert. Whilst this was not our primary target audience we wanted to make sure we had a wide range to promote the brand and product as best as possible. The heart of the advert which was the action sequence was where we would engage the primary target audience, this would be achieved by the initial fast pace to the sequence as it fades in during the middle of a chase sequence (0:03). Whilst a primary aim of the idea was to interpret the second half of the products slogan, we further felt that a main engagement factor for the audience was on an entertainment level, as it is a chance for the audience o escape from their everyday life. The advert does engage our primary target audience effectively which was 16-24. It further does meet the brief in the sense that it is something original for the brand because they had never had something that was so fast paced and perhaps thrilling.Effectiveness of conventions
In terms of conventions we really wanted to stay close to the thriller genre, the whole basis for the advert was entertainment and escapism for the audience, which effectively was our greatest appeal to the audience, which comes during the action sequence of our advert (0:16). We were very explicit on the conventions we used in terms of portraying the protagonist and the antagonist. We intended on the audience wanting to emulate our main character and feel excited by the action that was happening, which in turn would engage them more. Furthermore, we used a slightly humorous tone at the end of the advert as the audience are expecting something more serious to be inside the briefcase, but when the reveal is a Terrys chocolate orange (0:30)we have a more gag ending which whilst it may not spark a laugh, we aimed for a smile to arise for the audience in the extremities of the action before hand.Impact of work
The advert we felt did carry a positive message for the brand and for the chocolate, we aimed to initially emphasise the second half of the original slogan, 'Love it to Pieces.' We felt that the concept of our advert would explicitly highlight the need and love for the product and thus make the audience themselves want to buy it. Additionally, we tried to encapsulate the products USP, as it is a sharing chocolate we aimed to show this at the end of the advert by our main character bringing the chocolate home for everyone to eat. The advert itself was inspired by a 1980's advert in which that was also an action sequence in keeping with what was then the 'modern era.' We similarly tried to do the same, we wanted to revamp the 1980's advert with an action sequence, but to differentiate we went with a Jason Bourne style hoping ot appeal to the younger audience. This was achieved by the fast paced action, chase scene that stems across an urban bridge above the train tracks (0:19). Moreover, we aimed to appeal to an older audience because we hoped that they would feel a sense of nostalgia because our advert would make them remember the old 1980's advert. This was further achieved by the family setting and the sneakiness of the beginning of the advert (0:01).
Technical Qualities
The filming process for the majority was very successful, we was able to get all of the actors on the day to film the entire action sequence in one, and finish that particular day of filming with much accomplished, this was the same for filming the ending of the advert too. However the beginning was more challenging, this was due to the main actor getting an injury which forced us to re-think the beginning. Whilst initially we wanted to feature an entire family at the beginning of the advert, this was not plausible for the main actor, instead we was able to uses close ups and a tracking shot (0:02) which still made the advert flow better. Once we had thought of a plan that would be easier for he main actor filming again became successful although it was not what we had originally wanted. In terms of the editing process, there was no overwhelming challenges, we was able to edit it exactly how we wanted it to look and create the theme/tone that we initially firth thought of. Perhaps the only problem that we had was the ending of the advert, we was more unsure of how we could make the action sequence flow into the home scene, this was achieved by a cross dissolve which made it look better then a simple cut of fade to black. Also after taking some advice on board it was better to cut the ending of the action sequence down slightly (0:26) allowing us more time to feature the home scene more.Aesthetic Qualities
We feel the aesthetics of the advert worked well, we was able to limit the number of characters to 3 which meant the audience could follow the action easily. The main character was easily accessible with some backstory before and after the main action sequence (0:01), providing some context to the nature of the advert. Moreover, in terms of the settings and locations we was able to film in an urban area, which we had hoped would reflect the target audience.We feel by looking at the locations that there could be an established relationship because of the graffiti that features in the background (0:11), as well as the nature of the location itself. By placing the majority of the advert on a bridge and using an alleyway is something that is easily relatable for the target audience (0:14). Furthermore, in terms of costume and era we felt that it did suit the nature of the theme we wanted to create. As we were inspired by Jason Bourne, we did want to leave the era in the modern times and leave the costume more relaxed for the main character but appropriate for the other 2 characters. We did feel that the aesthetics of the advert did flow together, we was able to film in the 'golden hour' so that the lighting was all natural and we felt that the for the theme we wanted to create the aesthetics we used complimented the theme.
