As a group we were challenged to create an appropriate television advert rebranding a Unilever product. Our particular group chose to focus on Magnum Ice Creams because it had much potential. The current target audience are young women. this is clearly shown through the luxurious colours and styles throughout the adverts. It features many women within the adverts, as a group we chose to switch the genders. We focused on targeting young men with a technology theme. This theme is both new, popular and hasn't been used before by this brand.
We collected our responses that people had given us about our finished advert by sending out a survey. We asked our audience whether they liked the advert and what parts most appealed to them; who they thought our target audience were and whether the advert offered technical quality. Form the responses that we gathered I feel that the main message of our advert is clear. They understood that the advert was mostly directed at young males and through the likes and positive feedback I understood that they enjoyed the technological theme. After viewing this advert half of the responses said that they were likely to buy magnums.
As part of our advert we consistently used the colour green to represent the mint magnum. Half of our responses mentioned the use of the green colour scheme and thought that is brought the whole thing together aesthetically. We used many different shot types to allow the audience to experience the scene from every angle. Also it made the advert more fast paced but the quick cuts made between the shots when editing allowed the footage to flow nicely. Unfortunately, some of our music took longer to work than we planned so it was completely missed out of the first cut which left an awkward silence. However I feel that some of our smaller, clever elements made up for the loss. For example - the sound of a magnum wrapper opening was incorporated into the glitching of the computer much like how the whip is used within the punch effects in Indiana Jones. We chose to use a surreal and humorous style within our advert in order to confuse the audience. the way the magnum appears after the computer crashes is a key part of our surreal style as well as the lack of sound affects that would lift heads if it was played on television.
Our theory was that our quiet advert would make our audience look up and be drawn by the advert because they may potentially think that their TV has turned off. Our digital magnum attempts to show the audience just what they will be getting from the product. In a way it is like we have opened the magnum u for all to see, there is no false advertising or manipulation, so the audience will be more inclined to buy this product due to the truthful and matter of fact manner we have used to present our product. Also we used a young adult male as our protagonist which represented, clearly, who our main target audience was - in our responses we can see that some of our audience noticed this message. We used a male in our advert because these ice creams are usually modeled by a women. We wanted to show our audience that a magnum can be eaten by anyone of any background. I feel that our advert is fit for purpose now that all of the necessary details have been altered including the sound and length. The footage is clear and well-edited so it looks professional and clean. Also, it is fun and the majority of our audience loved the advert in our responses.
The positive feedback that we have been given makes me feel that our advert is ready but it also must comply with the advertising regulations. After researching all aspects of the BCAP code, I have made sure that our advert is ready to go. It does not contain and harmful or graphic material; it does not mislead our audience in anyway as their are no hidden messages, free products or comparisons and we have written permission for our actors face to be used so there are no privacy issues. However, because our product is food related we have had to pay close attention to the Food, Food supplements and associated health or nutrition claims part of the BCAP code which comply with the Food Safety Act 1990, the Food Information Regulations 2014 and Regulation (EC) No 1924/2006 on nutrition and health claims made on foods (the EU regulation). We have not implied at all that the product is healthy and we have only shown one portion size in our advert. We have reinforced the good dietary behavior that these laws follow.
As part of our advert we consistently used the colour green to represent the mint magnum. Half of our responses mentioned the use of the green colour scheme and thought that is brought the whole thing together aesthetically. We used many different shot types to allow the audience to experience the scene from every angle. Also it made the advert more fast paced but the quick cuts made between the shots when editing allowed the footage to flow nicely. Unfortunately, some of our music took longer to work than we planned so it was completely missed out of the first cut which left an awkward silence. However I feel that some of our smaller, clever elements made up for the loss. For example - the sound of a magnum wrapper opening was incorporated into the glitching of the computer much like how the whip is used within the punch effects in Indiana Jones. We chose to use a surreal and humorous style within our advert in order to confuse the audience. the way the magnum appears after the computer crashes is a key part of our surreal style as well as the lack of sound affects that would lift heads if it was played on television.
Our theory was that our quiet advert would make our audience look up and be drawn by the advert because they may potentially think that their TV has turned off. Our digital magnum attempts to show the audience just what they will be getting from the product. In a way it is like we have opened the magnum u for all to see, there is no false advertising or manipulation, so the audience will be more inclined to buy this product due to the truthful and matter of fact manner we have used to present our product. Also we used a young adult male as our protagonist which represented, clearly, who our main target audience was - in our responses we can see that some of our audience noticed this message. We used a male in our advert because these ice creams are usually modeled by a women. We wanted to show our audience that a magnum can be eaten by anyone of any background. I feel that our advert is fit for purpose now that all of the necessary details have been altered including the sound and length. The footage is clear and well-edited so it looks professional and clean. Also, it is fun and the majority of our audience loved the advert in our responses.
The positive feedback that we have been given makes me feel that our advert is ready but it also must comply with the advertising regulations. After researching all aspects of the BCAP code, I have made sure that our advert is ready to go. It does not contain and harmful or graphic material; it does not mislead our audience in anyway as their are no hidden messages, free products or comparisons and we have written permission for our actors face to be used so there are no privacy issues. However, because our product is food related we have had to pay close attention to the Food, Food supplements and associated health or nutrition claims part of the BCAP code which comply with the Food Safety Act 1990, the Food Information Regulations 2014 and Regulation (EC) No 1924/2006 on nutrition and health claims made on foods (the EU regulation). We have not implied at all that the product is healthy and we have only shown one portion size in our advert. We have reinforced the good dietary behavior that these laws follow.
Our original intentions showed a clean, well written advert that successfully represented the rebranding of Magnum. By comparing the finished advert to our original storyboards you can see that the technical quality of the advert is almost spot on. The angles, scenery and position match well, I feel this makes for a successful advert. Some elements of the editing process were more difficult than others and the room that we filmed in could only be accessed at certain times. Although we followed our initial production schedule we were often behind or doing something that we hadn't planned. This lead to us using a different ending and slight differences with the digitally created magnum. Overall I am satisfied with the finished advert and my performance however if I could do anything differently I would ensure that my group were doing their best to follow the production schedule so there would be no possibility of missing deadlines or not completing the advert.
Throughout the project I feel that I continued to pull my weight as a team member, taking on my own share of work and some. Unfortunately other Exams were scheduled during the editing period so I missed parts but I feel like I caught up well. I completed a considerable amount of pre-production paperwork and stepped up to keep other members of the group on track during filming.
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