Sunday, April 15, 2012
Sunday, April 8, 2012
Tuesday, April 3, 2012
Animated Commercial Ideas
1.) I will use the chili pepper from my logo and copy it several times. I will have the chili peppers move from the bottom of the screen upward in 2 columns along the side of the screen. When they reach the top, they will begin to move inward and down. They will merge in the center to form a fork. Afterwards, they will disband and move downward in two columns along the side then circulate upward again. They will meet again in the middle and form some sort of dish served at Risque. The process will start all over again until they meet one last time to form lips. Then the chili peppers will vanish from the screen when a flame erupts in the center. The flame will be followed by smoke and then our slogan, "Dare 2 Be Spicy" will appear with contact information listed below it on a new frame.
2.) I will begin the commercial with a title that says, "Why Are Our Chili's Are So Hot Headed?" I will use the chili pepper from my logo. I will show him as a baby in a carriage being pushed by a man from Mexico on a cliff. The man will get aggravated when the carriage gets set on fire. He will then push the carriage into the water below. The chili pepper will be found and picked up by a chef outside of a restaurant in a river. Then it will be shown on a plate in a restaurant. The chili pepper will smile when before being eaten by a man. After eating the chili pepper the man's face will turn bright red and he will spew fire. Then the screen will cut into a frame where our slogan will appear with contact information listed below it.
3.) I will begin the commercial with a title that says, "Why Are Our Chili's So Hot Headed?" It will show a chili, from my logo, dancing on stage. The chili will be bumped off stage by a belly dancer into a plate of food. The man will stick his fork into his food and pick up the chili without noticing it is there. After he eats the chili his face will turn bright red and he will spew fire. Then the screen will cut into a frame where our slogan appears with contact information listed below it.
4.) I will begin the commercial with a frame that reads, "Enter at Your Own Risque." The first frame will fade into pitch black. Then, a fire will burst on screen, followed by a name frame that will picture a chef knife slicing up chili peppers with nobody holding onto it. Finally, a new frame will appear with a dancing belly dancer. After a brief period, devil horns will appear on top of her head and a red tail will appear behind her. The screen will cut into a frame where our slogan appears with contact information listed below.
5.) I will show a young man shivering, staring at an unpaid $300 electric bill. He will empty his pockets and pull out a $20 dollar bill. He will shake his head then a light bulb will appear above his head. He will walk down the street and it will show a sign that reads, "Risque: 1 Mile." Then it will show him biting into one of our spicy dishes covered in chili peppers. His face will turn red. The screen will then cut into a frame that reads, "Now That's How You Heat Up." Finally, the screen will cut into a frame where our slogan appears with contact information listed below it.
2.) I will begin the commercial with a title that says, "Why Are Our Chili's Are So Hot Headed?" I will use the chili pepper from my logo. I will show him as a baby in a carriage being pushed by a man from Mexico on a cliff. The man will get aggravated when the carriage gets set on fire. He will then push the carriage into the water below. The chili pepper will be found and picked up by a chef outside of a restaurant in a river. Then it will be shown on a plate in a restaurant. The chili pepper will smile when before being eaten by a man. After eating the chili pepper the man's face will turn bright red and he will spew fire. Then the screen will cut into a frame where our slogan will appear with contact information listed below it.
3.) I will begin the commercial with a title that says, "Why Are Our Chili's So Hot Headed?" It will show a chili, from my logo, dancing on stage. The chili will be bumped off stage by a belly dancer into a plate of food. The man will stick his fork into his food and pick up the chili without noticing it is there. After he eats the chili his face will turn bright red and he will spew fire. Then the screen will cut into a frame where our slogan appears with contact information listed below it.
4.) I will begin the commercial with a frame that reads, "Enter at Your Own Risque." The first frame will fade into pitch black. Then, a fire will burst on screen, followed by a name frame that will picture a chef knife slicing up chili peppers with nobody holding onto it. Finally, a new frame will appear with a dancing belly dancer. After a brief period, devil horns will appear on top of her head and a red tail will appear behind her. The screen will cut into a frame where our slogan appears with contact information listed below.
5.) I will show a young man shivering, staring at an unpaid $300 electric bill. He will empty his pockets and pull out a $20 dollar bill. He will shake his head then a light bulb will appear above his head. He will walk down the street and it will show a sign that reads, "Risque: 1 Mile." Then it will show him biting into one of our spicy dishes covered in chili peppers. His face will turn red. The screen will then cut into a frame that reads, "Now That's How You Heat Up." Finally, the screen will cut into a frame where our slogan appears with contact information listed below it.
Commercial Evaluations
1.) What is the visual style of the film (animated, live action, stop motion)?
2.) What is the tone (happy, sad, scary, funny)?
3.) What is the product they're selling?
4.) Who is their Target Audience?
5.) What is the 'problem' that the product is solving?
6.) How does the commercial talk about these problems?
7.) Is there a Narrator? If so, is the narrator a voice over (off screen) or a character on screen?
8.) Do you feel that the commercial is successful? Why?
Domino’s Anti-Puffery Ad Campaign
http://www.youtube.com/watch?v=IgwPw59iqhw
1.) The commercial uses live action as the visual style.
2.) The commercial uses surprise.
3.) They are selling the natural ingredients used in Domino’s products.
4.) Their target audience is people who don’t prefer to eat at Domino’s.
5.) They are attempting to solve the problem that people don’t believe Domino’s uses 100 percent real cheese in their ingredients.
6.) The commercial addresses this problem by conducting a focus group and asking them if they believe that Domino’s uses 100 percent real cheese. After all the participants say “no” they unveil one of the pastures they use to get the “real” cheese for their ingredients by removing the walls around the focus group.
7.) The narrator is the man conducting the focus group on screen.
8.) I feel that this commercial is extremely successful because it disproves the misconception about Domino’s ingredients from a reverse psychological standpoint by using real people, not actors.
Dave & Buster’s “Fawesome” Commercial
http://www.youtube.com/watch?v=yOHky4E62oc
1.) The commercial uses live action as the visual style.
2.) The commercial uses an exciting tone.
3.) They are selling the fun atmosphere and food of the restaurant.
4.) Their target audience is young adults.
5.) They are attempting to solve the problem that adults perceive that they can’t have fun anymore at restaurants because they are “older.”
6.) The commercial addresses this problem by showing the viewer what a great time adults will have when dining out at Dave & Buster’s. It displays the games, food and beverages available to guests.
7.) The narrator is a voice-over off screen.
8.) The commercial is successful in reaching its target audience by showing the playful atmosphere at the restaurant. However, it is done in a cheesy manner, which takes away from the believability of the commercial.
PF Chang’s Lunch- Sandwiches Commercial
http://www.youtube.com/user/PFChangsChinaBistro?v=UsqZbDdAY_4
1.) The commercial uses live action as the visual style.
2.) The commercial uses a persuasive tone.
3.) They are selling their “unique” cuisine.
4.) Their target audience is people who are bored with the same, every day meals.
5.) They are attempting to solve the problem that people are getting bored and sick of eating the same food every day.
6.) The commercial addresses this problem by showing and stating that the average person eats 94 sandwiches a year. It says, “Don’t be average.” Then suggests going to PF Chang’s to solve this problem.
7.) The narrators are both voice-overs off screen.
8.) The commercial is successful because it visually and phonologically compares the “average” sandwich that people eat every day to the “unique” cuisine they can find at PF Chang’s.
Sonic Double Mushroom Swiss Burger Commercial
http://www.youtube.com/watch?v=Qmq6o8LadbY&feature=related
1.) The commercial uses live action as the visual style.
2.) The commercial uses humor.
3.) They are selling their new Double Mushroom Swiss Burger.
4.) Their target audience is middle-aged men.
5.) They are attempting to solve the problem that many people don’t receive “hot” food when ordering fast food.
6.) The commercial addresses this problem by having the two men who just received their food from Sonic discussing why the burger is so hot.
7.) At first, the narrators are two men on screen. The commercial ends with a narrator off screen.
8.) The commercial is successful because it provides a rational reason followed by a humorous explanation for why the burger is so hot. The first man asks, “You know why they are so hot?” The man sitting next to him answers, “Because they just made it.” The first man then goes off on a tangent about mushrooms being so hot that they could start a forest fire as his justification for the warmness. The dialog is followed by an up close view of the ingredients and the burger itself, which is pictured steaming. This last visual really emphasizes that Sonic serves “hot” food.
Chipotle Back to the Start Commercial
http://www.youtube.com/watch?v=aMfSGt6rHos
1.) The commercial uses animation as the visual style.
2.) The commercial uses sadness that transforms into happiness.
3.) They are selling the farms they use to cultivate their products.
4.) Their target audience is environmentally conscious people.
5.) They are attempting to solve the problem that many restaurants receive their products from sources that aren’t environmentally conscious and/or attentive to the quality of life of their livestock.
6.) The commercial addresses this problem by showing viewers that Chipotle cares about the animals and the environment. It shows that they care by telling a story of a farmer who realizes his animals’ quality of life and the environment is deteriorating due to careless and extreme industrialization. The farmer proceeds to build a new farm that is harmonious with nature and his livestock. The end result is Chipotle products.
7.) There is no narration. The commercial plays a Coldplay song titled “The Scientist” throughout.
8.) The commercial is successful because it does an excellent job of addressing the problem and providing a clear, visible solution to the audience. What makes the commercial even more successful is the noticeable link between the solution and Chipotle. This can be seen at the end of the commercial when the farmer loads his goods from the environmentally friendly farm into a Chipotle truck. Also, a sign is shown at the end that reads, “Cultivate a better world. Chipotle.com.”
2.) What is the tone (happy, sad, scary, funny)?
3.) What is the product they're selling?
4.) Who is their Target Audience?
5.) What is the 'problem' that the product is solving?
6.) How does the commercial talk about these problems?
7.) Is there a Narrator? If so, is the narrator a voice over (off screen) or a character on screen?
8.) Do you feel that the commercial is successful? Why?
Domino’s Anti-Puffery Ad Campaign
http://www.youtube.com/watch?v=IgwPw59iqhw
1.) The commercial uses live action as the visual style.
2.) The commercial uses surprise.
3.) They are selling the natural ingredients used in Domino’s products.
4.) Their target audience is people who don’t prefer to eat at Domino’s.
5.) They are attempting to solve the problem that people don’t believe Domino’s uses 100 percent real cheese in their ingredients.
6.) The commercial addresses this problem by conducting a focus group and asking them if they believe that Domino’s uses 100 percent real cheese. After all the participants say “no” they unveil one of the pastures they use to get the “real” cheese for their ingredients by removing the walls around the focus group.
7.) The narrator is the man conducting the focus group on screen.
8.) I feel that this commercial is extremely successful because it disproves the misconception about Domino’s ingredients from a reverse psychological standpoint by using real people, not actors.
Dave & Buster’s “Fawesome” Commercial
http://www.youtube.com/watch?v=yOHky4E62oc
1.) The commercial uses live action as the visual style.
2.) The commercial uses an exciting tone.
3.) They are selling the fun atmosphere and food of the restaurant.
4.) Their target audience is young adults.
5.) They are attempting to solve the problem that adults perceive that they can’t have fun anymore at restaurants because they are “older.”
6.) The commercial addresses this problem by showing the viewer what a great time adults will have when dining out at Dave & Buster’s. It displays the games, food and beverages available to guests.
7.) The narrator is a voice-over off screen.
8.) The commercial is successful in reaching its target audience by showing the playful atmosphere at the restaurant. However, it is done in a cheesy manner, which takes away from the believability of the commercial.
PF Chang’s Lunch- Sandwiches Commercial
http://www.youtube.com/user/PFChangsChinaBistro?v=UsqZbDdAY_4
1.) The commercial uses live action as the visual style.
2.) The commercial uses a persuasive tone.
3.) They are selling their “unique” cuisine.
4.) Their target audience is people who are bored with the same, every day meals.
5.) They are attempting to solve the problem that people are getting bored and sick of eating the same food every day.
6.) The commercial addresses this problem by showing and stating that the average person eats 94 sandwiches a year. It says, “Don’t be average.” Then suggests going to PF Chang’s to solve this problem.
7.) The narrators are both voice-overs off screen.
8.) The commercial is successful because it visually and phonologically compares the “average” sandwich that people eat every day to the “unique” cuisine they can find at PF Chang’s.
Sonic Double Mushroom Swiss Burger Commercial
http://www.youtube.com/watch?v=Qmq6o8LadbY&feature=related
1.) The commercial uses live action as the visual style.
2.) The commercial uses humor.
3.) They are selling their new Double Mushroom Swiss Burger.
4.) Their target audience is middle-aged men.
5.) They are attempting to solve the problem that many people don’t receive “hot” food when ordering fast food.
6.) The commercial addresses this problem by having the two men who just received their food from Sonic discussing why the burger is so hot.
7.) At first, the narrators are two men on screen. The commercial ends with a narrator off screen.
8.) The commercial is successful because it provides a rational reason followed by a humorous explanation for why the burger is so hot. The first man asks, “You know why they are so hot?” The man sitting next to him answers, “Because they just made it.” The first man then goes off on a tangent about mushrooms being so hot that they could start a forest fire as his justification for the warmness. The dialog is followed by an up close view of the ingredients and the burger itself, which is pictured steaming. This last visual really emphasizes that Sonic serves “hot” food.
Chipotle Back to the Start Commercial
http://www.youtube.com/watch?v=aMfSGt6rHos
1.) The commercial uses animation as the visual style.
2.) The commercial uses sadness that transforms into happiness.
3.) They are selling the farms they use to cultivate their products.
4.) Their target audience is environmentally conscious people.
5.) They are attempting to solve the problem that many restaurants receive their products from sources that aren’t environmentally conscious and/or attentive to the quality of life of their livestock.
6.) The commercial addresses this problem by showing viewers that Chipotle cares about the animals and the environment. It shows that they care by telling a story of a farmer who realizes his animals’ quality of life and the environment is deteriorating due to careless and extreme industrialization. The farmer proceeds to build a new farm that is harmonious with nature and his livestock. The end result is Chipotle products.
7.) There is no narration. The commercial plays a Coldplay song titled “The Scientist” throughout.
8.) The commercial is successful because it does an excellent job of addressing the problem and providing a clear, visible solution to the audience. What makes the commercial even more successful is the noticeable link between the solution and Chipotle. This can be seen at the end of the commercial when the farmer loads his goods from the environmentally friendly farm into a Chipotle truck. Also, a sign is shown at the end that reads, “Cultivate a better world. Chipotle.com.”
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