TV ADVERT PITCH IN LOCKDOWN

This assignment, part of my Level Three coursework, involved creating a TV advertisement pitch. The task was to design a 30-second to one-minute advertisement, incorporating advertising techniques we had studied, alongside strategies observed in professional examples.

The focus was to promote a product that could be handheld, with the choice of categories including fragrance, soft drink, cereal, headphones, or trainers. I chose to present a Coca-Cola advertisement that integrated my theoretical knowledge of interactive promotion.

Interestingly, this project had two distinct phases. Initially, I worked on campus with my assigned group, collaborating in a traditional setting. However, during the lockdown, we faced a unique challenge that transformed how we approached the production process, adapting to remote and innovative methods.

On this page, I showcase the learning, workflows, and mindsets I adopted during this assignment to successfully complete the project, with support from my group and the media department.

TV Advert Pitch
For this project, we were instructed to create a TV advert focused on one of the following product categories: fragrance, soft drink, cereal, headphones, or trainers.

Our Group's Overall Selection:

glas-250-coca-cola-georgian-green-16oz-glass-box-of-24_orig.jpg

When our group began deciding which product to choose, we explored each option, discussing the types of environments and shots that would suit each one. For instance, if we chose trainers, we envisioned shooting in outdoor locations like a beach to showcase them in an ideal setting.

Ultimately, our group decided to pitch a soft drink for our advert. This choice was inspired by immediate ideas such as incorporating a Christmas theme and using slow-motion shots to highlight the drink. We also planned to apply marketing techniques I had previously learned, such as adding condensation to the glass to enhance its appeal and using fake ice instead of real ice to prevent melting under bright lights.

The target audience for our soft drink consists of people who purchase drinks off the shelf, with an age range spanning from teenagers to adults. We kept this demographic in mind during the planning process.

Research into Existing Adverts
Below are examples of adverts that align with our product and target audience.

Adverts that align with the Christmas theme, which is the focus of our advert.

CRITICAL AND CONTEXTUAL AWARENESS IN CREATIVE MEDIA PRODUCTION

How do critical perspectives inform the production of my advert?
The product my group selected is the soft drink option, and we decided to create a Coca-Cola advert with a Christmas theme.

Through my understanding of advertising conventions, I’ve learned that incorporating a storyline or narrative in an advert makes it more memorable for the audience. Including brand identity strengthens the audience's connection to the company, offering reasons to choose it over competitors. Stereotypes can make the advert more relatable, while repeating a message—especially with a catchy jingle—helps it stick in the viewer's mind. A slogan adds an inspirational element, fostering a positive association between the audience, the advert, and the brand.

In our advert, we plan to include a storyline with elements of humor to make it enjoyable and memorable. Coca-Cola’s brand identity will be represented by Santa, leveraging the brand's association with Christmas. Our unique selling point will revolve around happiness as the central theme, tying the product to joyful moments.

Technical Codes
I’ve learned to use camera shots and angles to convey specific emotions in a story. Editing styles can create either a fast-paced or slow-paced narrative, while lighting can enhance the product’s visual appeal. Colors in lighting can evoke warmth or coldness. Sound effects and music add emphasis and mood, while dialogue supports the storyline.

Symbolic Codes
I’ve learned that specific locations set the scene and mood for a story, while costume design helps establish characters. Unique characters with distinct traits make a narrative more memorable. Props, when chosen to complement the product, reinforce the connection between the product and the story.

Implementation in Our Advert
For technical codes, we will use fast-paced editing to emphasize the happiness associated with drinking Coca-Cola. Bright studio lights will highlight the ice and the drink at the end of the advert. Sound effects will heighten the story's mood and conflict, while Christmas music will match the festive theme.

The location will be a dark, snowy alleyway lit with Christmas lights, reflecting the Christmas Eve setting. The snowy, cold environment contrasts with the warmth and resolution brought by Santa’s gift of Coca-Cola, which helps the characters return to their homes.

For costumes, we will dress Santa in his iconic outfit with a Christmas hat and white beard. The two conflicting characters will have distinct personalities to make the story more engaging. Props will include glass Coca-Cola bottles for visual appeal, and fake ice cubes for the final scene under the bright studio lights.

How does context inform the production of my advert?
Our target audience consists of individuals who shop for themselves, ranging from young adults to adults. The advert also targets people who want to improve their lives and find happiness. This will be illustrated through a scene where an antagonistic character transforms into a better person after receiving a Coca-Cola. The product is portrayed as a means to resolve conflicts and foster positivity.

Relatable stereotypes will make the advert more engaging. For example, we’ll portray hardworking individuals who return home to relax, with warm and comforting themes in the ending emphasizing that Coca-Cola complements moments of relaxation and happiness.

Extended Research: Slow Motion in Adverts
Slow-motion techniques are commonly used to emphasize key elements in adverts. For example, a close-up of the drink being poured into a glass can enhance its visual appeal, drawing attention to the texture, bubbles, and condensation. We plan to incorporate slow-motion shots in our advert to highlight these details and enhance the overall sensory experience for the viewer.

From these examples of slow motion in advertising, we can aim to replicate the effect by capturing macro shots at a high shutter speed, ensuring all the details are preserved in our slow-motion shots.

In-Class Workshops:

Three-Point Lighting

After Effects Speed Map

For this task, we were instructed to manipulate the speed of footage featuring a rotating beer bottle using Premiere Pro. Additionally, we added text, animating it to appear and disappear. However, as a progressing Level 2 student, I was instructed to use After Effects to complete this task, allowing for more advanced control and refinement in the final output.

Firstly, I imported the raw footage for the speed map and created a new composition based on the footage specifications. I then enabled time remapping, allowing me to adjust the speed of the footage as needed.

After activating time remapping, I was left with two keyframes indicating the beginning and end of the footage. I edited these keyframes to compress the footage into a one-second duration. To create a smoother transition at the end, I applied the "Easy Ease" setting to the final keyframe, giving it a less abrupt finish.

Next, I added text, selecting a font and color scheme that complemented and matched the design of the bottle. This ensured a cohesive and visually appealing look for the composition.

I added additional text, ensuring consistency in font and color to maintain a cohesive design that aligns with the bottle's appearance and overall theme.

To streamline the process, I pre-composed the multiple text layers into a single composition. This allows me to apply effects uniformly, ensuring all text layers behave as a single cohesive element when animated or modified.

Next, I added opacity keyframes to the pre-composed text, creating a smooth transition where the text gradually appears and disappears. This effect enhances the visual flow and draws attention to the text at the right moments.

After Effects Keylight 1.2

For this task, we were instructed to demonstrate the proper use of a greenscreen in After Effects by utilizing the built-in plugin called Keylight. This tool allows for precise removal of the greenscreen background, enabling seamless integration of the subject into a new environment or composition.

Firstly, I created a composition based on the main footage and used the square shape tool to draw a mask around the subject. This step helped remove any unwanted elements from the shot, ensuring a cleaner and more focused area for keying out the greenscreen.

Next, we applied the Keylight effect to the footage and used the eyedropper tool to select the "Screen Colour," making the process of identifying and removing the greenscreen much simpler. After that, we adjusted the Keylight plugin settings, such as Screen Gain, Screen Balance, and Clip Black/White, to achieve the cleanest and most precise keying result.

Next, we imported and positioned the background, scaling and transforming it as needed to fit seamlessly with our subject. This step helped create a cohesive and visually appealing scene, integrating the subject with the chosen background.

Next, we created a shadow by duplicating the main subject layer and rotating it to align with the desired shadow angle. To make the shadow more convincing, we adjusted its opacity and added a blur effect, creating a realistic and natural appearance within the scene.

To enhance the realism of the shadow, we created an additional mask that cuts through the shadow layer. By tweaking the mask settings, such as feathering and opacity, we softened the edges and made the shadow gradually fade as it extends further from the subject, mimicking the natural behavior of real shadows.

Next, we added a vignette effect by creating a black solid layer and double-clicking the oval shape tool to create a mask. We then adjusted the mask's feathering, opacity, and expansion settings to achieve a subtle darkening around the edges of the frame, drawing focus toward the center of the scene.

Premiere Pro Ultra Key

For this task, we were instructed to demonstrate the proper use of a greenscreen in Premiere Pro by utilizing the built-in plugin called Ultra Key. This tool allows for effective removal of the greenscreen background, enabling smooth integration of the subject with a new background or scene.

First, we imported the raw footage into the timeline, preparing it for editing and applying the greenscreen removal process.

Next, we switched to the Editing workspace, searched for 'Ultra Key' in the effects panel, and applied it to the footage we wanted to greenscreen. This set the stage for removing the background effectively.

We then adjusted the various settings within the Ultra Key effect, such as Matte Generation, Matte Cleanup, and Spill Suppression, to refine the keying process and achieve the best possible result.

Here's a screenshot showing the process of adjusting the settings within the Ultra Key plugin to fine-tune the greenscreen removal and achieve a polished result.

Next, we layered the additional footage above and below our main footage in the timeline to create a "sandwich" effect. We then applied the Ultra Key effect to the snowy footage on the top layer, adjusting its settings to make it partially transparent, allowing the main footage to be visible through it. This technique added depth and atmosphere to the scene.

With the snow footage now transparent, we adjusted the size and position of the background footage behind the main layer. This allowed us to perfectly align and frame the background to complement the scene, enhancing the overall composition.

With everything in place, we trimmed the clips to match the duration of the main footage and muted any audio tracks that weren’t needed. The final step was to export the project, ensuring all edits and adjustments were preserved in the finished video.

This is the finished result.

Pre-Production

After completing all the editing tasks, we moved on to planning the advert and completing the necessary paperwork for filming. Here’s a breakdown of what we did:

Idea Notes:

Brainstormed the key concept for the advert, ensuring it aligned with the Coca-Cola theme and incorporated Christmas elements.
Discussed the storyline, characters, and the overall message we wanted to convey.
Identified the unique selling points, such as the association of Coca-Cola with happiness and festive moments.
Outlined the technical and symbolic codes to be used, including lighting, sound effects, props, and costumes.
Established the target audience and tailored the content to resonate with them effectively.

These notes served as the foundation for our pre-production planning.

Here are the notes we wrote down as we brainstormed the advert idea:

Our advert will tell a story with a Christmas theme. The concept revolves around two people in the middle of an argument. Either Santa Claus or Spider-Man will intervene, breaking up the fight by handing them Coca-Colas.

This storyline is designed to make the audience associate Coca-Cola with resolving conflicts and promoting peace. Jett, a member of our group, suggested including Spider-Man in the advert, which would add a cross-promotion element, associating Coca-Cola with the Marvel brand.

Props:

Glass Coca-Cola bottles for visual appeal.
Fake ice cubes to showcase the drink under bright studio lights without melting.
Santa costume (or Spider-Man suit if we choose that direction), including accessories like a Christmas hat and white beard for Santa.
Snow and Christmas-themed decorations to enhance the festive setting.
Additional props for the characters involved in the conflict to add depth and realism to the story.

For the props in our advert, I purchased some fake ice cubes to enhance the visual appeal of our scenes. Using fake ice ensures that the cubes won't melt during long sessions under the heat of the studio lights, maintaining consistency throughout the shoot.

While brainstorming how to execute the advert, I came up with the idea of researching marketing tactic videos online, where I discovered this practical trick. It’s a simple yet effective method commonly used in professional advertising to keep visuals looking polished and consistent.

Also, for the project, I purchased some Coca-Cola, as it was a key requirement for our advert. I chose to buy a pack of glass bottles that come in a tray, as they are more visually appealing and will enhance the overall aesthetic of the advert.

TV Advert in Lockdown

Explanation
Due to the coronavirus lockdown restrictions implemented by the government to protect vulnerable people, we were unable to complete or even begin recording our advert. Instead, we were assigned a new task: to create individual adverts using available resources. This could take the form of a photo, social media video, or a short advert, adapted to the limitations we faced.

What the Advert Would Have Been
By the end of the year, we had completed all the paperwork and were ready to schedule a date to film in the greenscreen room after the holidays.

The advert was centered around Christmas, a theme perfectly suited to our product. Coca-Cola has played a significant role in shaping the modern image of Santa Claus, transforming him from a "tall, gaunt man" into the jolly character we know today. Incorporating Santa into a Coca-Cola advert seemed ideal. Additionally, planning this advert during the Christmas season gave us access to festive props and decorations, making production more convenient.

The advert would have opened with a dark, snowy alleyway, featuring Reece and me in the midst of an argument. Then, Jett, dressed as either Santa Claus or Spider-Man, would step in to resolve the conflict by handing us each a Coca-Cola bottle, symbolically helping us reconcile and part ways peacefully.

During this scene, we would have either lip-synced or spoken the scripted dialogue, with plans to add narration during post-production. This approach would allow for better audio quality and flexibility.

Jett’s choice of costume—either Santa or Spider-Man—was part of a cross-promotion concept. If Jett was unable to acquire the Spider-Man suit, I had a backup Santa hat and beard ready for the shoot.

After the resolution of the argument, the advert would transition into a series of upbeat shots showcasing Coca-Cola products. These would include bottles, cans, and glasses, displayed against a bright white background to emphasize the product’s appeal and versatility.

One of these shots would feature Jett in costume, drinking Coca-Cola, smiling, and winking at the camera.

Throughout these sequences, text would appear on-screen, highlighting the benefits of buying Coca-Cola.

The advert would conclude with a final shot showing all the Coca-Cola variations together, with the Coca-Cola logo prominently displayed.

Research for the Lockdown Advert
Before planning and filming the new lockdown advert, I conducted research on professional examples to gain insights into effective techniques for selling the product under the constraints of the new task.

Example Advert from Sprite

This Sprite advert provides several key elements that can influence my own advert:

On-Screen Text and Subtitles:
Phrases like "DRINK SPRITE" and spoken words such as "cool, crisp, refreshing, lemon-lime Sprite" and "thirst-quenching Sprite" effectively reinforce the brand and its qualities. This technique emphasizes the product's appeal and creates memorable associations for the audience.
Showcasing the Drink:
The visual presentation of the drink alongside a clean, tall glass filled with ice highlights its refreshing nature. This clean and appealing setup enhances the desirability of the product.
Fizz Sounds:
The use of fizzing sounds during the drink's introduction draws attention to its freshness and quality, creating a sensory experience for the viewer.

These elements will inspire my approach, particularly in how I present Coca-Cola's qualities through visuals, sound effects, and text to leave a lasting impression.

Behind the Scenes of a Vodka Soda Advert

This behind-the-scenes video offered valuable insights into creating an impactful advert:

Matching Brand Boldness:
The advert's tone aligns with the boldness of the company, reflecting its marketing and brand positioning. This is crucial for maintaining a cohesive brand identity and appealing to the target audience.
Product Display Tricks:
The creator employs clever techniques to enhance the product's appeal. For instance, using a water spray to make the can appear colder and more refreshing adds a tactile, desirable quality to the visual presentation.

Filming Process

Here is the process I followed for filming the lockdown advert:

Setting up the countertop to create a clean, organized workspace for the shoot.
Preparing the phone and ensuring the shot was properly framed and lit for professional-looking results.
Taking photos to document the setup and screenshots of key moments during the shoot for later reference and analysis.

Editing Process

Here are the steps I followed during the editing process, accompanied by screenshots documenting the workflow:

Editing Colors:
Adjusted the color grading to enhance the visual appeal of the footage, ensuring the product and scene matched the desired tone and atmosphere.
Using Masks:
Applied masks to isolate specific areas of the footage for precise adjustments, such as focusing on the product or refining the background.
Editing the Timeline:
Organized and trimmed the clips in the timeline to ensure a smooth and coherent flow, aligning with the advert's narrative.
Using a Freeze Frame:
Implemented a freeze frame effect to emphasize key moments, such as showcasing the product or highlighting an important action.

These steps helped create a polished and engaging final advert.

Online Resources

Here are the resources I plan to use for my advert, leveraging the internet for guidance and inspiration:

Stock Footage and Images:
High-quality stock videos or images that can complement my shots, such as snowy backgrounds or festive elements.
Sound Effects Libraries:
Websites offering royalty-free sound effects, including fizzing sounds, bottle clinks, and ambient Christmas music, to enhance the audio experience.
Color Grading Tutorials:
Online tutorials to refine my understanding of color grading techniques and ensure the final footage looks professional and cohesive.
Text Animation Guides:
Tutorials on creating engaging on-screen text effects to highlight slogans, benefits, and other key messages.
Product Showcase Tips:
Videos or articles discussing advanced techniques to present products attractively, such as lighting setups and camera movements.

These resources will help ensure the advert is visually appealing, professional, and effectively conveys its message.

To find the music for my advert, I searched for "advert music" on YouTube. After exploring several options, I came across a track that complements the tone and theme of my advert perfectly. This selection enhances the festive atmosphere while aligning with the brand's message.

During the editing stage, I incorporated an online animation that showcases the logo emerging from the bottle. To integrate this animation into my advert, I downloaded it and used the Keylight plugin in After Effects to make the outer color transparent. This allowed the animation to blend seamlessly with the rest of the footage, adding a dynamic and professional touch to the advert.

Evaluation

What went well?
One key success of my lockdown advert was the quality of the shots I captured, such as the establishing shots, close-ups, and the depth of field between the subject and foreground. These techniques added professionalism and visual interest to the final product.

Another aspect that went well was the execution of the slow-motion sequences. By identifying specific moments to slow down and recording at double the frame rate, I ensured that the slow-motion scenes were smooth and visually striking.

Did you achieve what you set out to create?
Not entirely. While I initially planned to include a voice-over and a webcam video of myself endorsing the product, I realized during editing that these elements weren’t necessary. Instead, I replaced the narration with on-screen text, which preserved the advert's professional style.

Additionally, I had hoped to collaborate with friends to make the advert a group effort. However, due to time constraints and scheduling conflicts, we worked independently, which meant we missed out on the collaborative aspect.

How do you feel you contributed to the project?
In our group, I contributed significantly by sourcing and purchasing all the props needed for the advert. This included buying various Coca-Cola variations, providing costumes, bringing a water spray bottle and glass, and purchasing fake ice cubes.

I also brainstormed many of the ideas used in the advert, such as utilizing the spray bottle to create realistic condensation, substituting fake ice for real ice to allow extended filming sessions, and creating the storyboard.

For the lockdown advert, I handled all aspects myself, including planning, editing, ideation, shot setup, filming, color grading, and text placement.

How well did you work as a team?
At the start of the project, our team collaborated effectively by sharing ideas and planning the advert. We set up a group chat on Teams, which helped us maintain communication and update each other on progress, such as which props were needed or had been acquired.

However, our teamwork faltered when it came to writing detailed scripts and storyboards. While we completed them together to ensure consistency, we occasionally got distracted, reducing the time available to finalize the paperwork for filming.

What would you do differently?
If I were to create this advert again, I would use a turntable to showcase the products more dynamically. Relying solely on camera movement to keep static shots interesting felt limiting.

Additionally, I would include footage of the drinks being opened, as this would have added a compelling visual element. Pairing this with sound effects of opening cans or bottles would have further emphasized the product's appeal.

How does your final advert compare to a professional example?
My advert compares favourably to professional examples in areas such as lighting, which effectively highlights the product and establishes a polished foreground.

I also incorporated text to describe the product's benefits, similar to professional adverts. Examples from my work include phrases like "refreshing" and "find anywhere" to promote the product.

How did you use advertising theory during the production process?
I tailored my advert to match the psychographics of my target audience, focusing on socially conscious individuals and aspirers.

For the socially conscious demographic, I included a segment highlighting bottle caps with the message "Please recycle me" and added text such as "eco-friendly" to appeal to their values.

For aspirers, I created a clean, professional-looking foreground that aligns with the lifestyle they aspire to.

Additionally, I made the product visually appealing by filling the glass with ice, emphasizing qualities like coolness and crispness, inspired by techniques from professional drink adverts.

What do others think of your advert?

Viewers of my lockdown advert praised the vibrant colors and the unique locations used for the shots. They also appreciated how the music synced with the visuals and how I framed the shots to achieve a cinematic, flat look with a 2x zoom.

However, some criticisms included:

The need for greater emphasis on the zero-sugar variant. I could have addressed this by including a visual representation of sugar cubes being replaced by the zero-sugar product.
A lack of text in certain sections. Adding more text highlighting additional benefits and a hashtag for audience engagement would have improved the advert.
The need for more sound effects. While I included subtle fizzing sounds, I could have enhanced this with glass clinking and louder fizzing sounds to make the audio more engaging.

Would others buy your product based on your advert?
Most viewers said they would buy Coca-Cola based on my advert. However, some mentioned they didn’t feel the advert provided enough incentive to choose the zero-sugar variant over the original product.

Does your advert appeal to your target audience? If so, how?
Yes, my advert appeals to the target audience in several ways:

By showcasing the different Coca-Cola variations available in stores, which aligns with the shopping habits of my audience.
Including the Coca-Cola logo and slogan "Open Happiness" reinforces brand recognition and appeals to those seeking happiness and positivity.
The relaxing music and cozy background create a warm and inviting theme, appealing to individuals who work hard and want to unwind at home.