Today’s workshops were splited in two parts. Firstly we’ve been talking about the editing in advert. It is really important to have ‘editing timeline’, where everything is planned, second by second. When you have only half a minute there is no time to waste. Especially, that time in advert is very precious. When the advert is shown in prime time you have to pay a lot of money for that. That is why everything, every shot in advert should be well organized, should have a meaning.
We’ve been analyzing together the advert “Force”. Shot by shot. We’ve been discussing it, it’s really amazing how well-planned everything is. There is no place for coincidence. Everything is on its place on purpose. The handbag, dog’s toy, books on the table.
After that we’ve been presenting ideas for our advert. As I’ve mentioned before, I am working with Jack. We’re making a Snickers ad. Here is what we’ve prepared:
“Brand handles your hunger, so you handle the things in life that aren’t related to hunger at all.”
It is a treat that can be enjoyed as part of a balanced diet and healthy lifestyle.
With a snack like Snickers we can get rid of hunger easily and come back to more important things we have to do .
SNICKERS® brand is owned by Mars Incorporated, a leading global food company. Mars is committed to addressing health and wellness issues and promoting healthy lifestyles. We are committed to acting responsibly and making a positive contribution to these issues through offering a range of different pack sizes, improving the nutritional content of our products, ensuring clarity of nutritional information on packaging, whilst at the same time providing responsible communication about our products through our self-imposed Marketing Code. (we only promote our products to people aged 12 and over as this is the age at which we believe that people can make informed choices about sensible snack consumption.)
Who is the Client?
Urban, sporty, social networkers. Those who like absurd sense of humour. Target: young men (in majority), students and professionals in their 20’s, 30’s. People active in online world.
What techniques taglines, approaches have they used before? What is their core identity to the public?
Snickers had many adverts with the similar concept. They were all proving that “You’re not you when you’re hungry” (brand’s motto).
Snickers is well known around the world as an energy bar. Sometimes they have new products (like Snickers crunchy, Snickers caramel, etc.) Marc, Inc. is focusing on promoting healthy lifestyle. They are a sponsor of e.g. National Football League. That is also the reason why they want Snickers to be seen not as a sweet candy, but as a healthy snack, which gives you an energy.
The brand is also very active in internet: http://snickers.com/
One of the picture on fb website. People were tagging their friends who act like a dive when they’re hungry.
Another example: People were sending they’re pictures with the “hungry face”. The best and the most hungry was on the fan page.
Snicker’s fan page is trying to engage fans to participate. That’s why we want to make a viral video. The brand is really active in an online world and we want to support this.
Our ad vs previous ads:
Once in a while Snickers change their motto. Currently it is “You’re not you when you’re hungry”. We can see this also in adverts. They’re all quite similar, they follow one scheme, pattern. People change, behave unusually, because they are hungry. But snickers, as a quick and healthy snack, is dealing with their hunger. After that they can come back to their duties and act ‘normally’.
Their ads are with a sense of humour. They sometimes use the image of celebrities in their ads (e.g one character says “you act like a diva” to… Barbra Streisand!).
What area are they operating in? Television/Internet
What is happening in that sector now? Choice is huge, we’ve got many different bars. Snickers has its good position on the market, it’s well known, it’s available around the world, but of course you have to keep remind people that it exists.
3. The Advertising campaign
Objective of the Ad:
Articulate clearly what you want to achieve with this campaign
This is a Snickers campaign to young men (in their 20’s-30’s) to remind them about our product and to build up a positive association to this. We do this by using absurd sense of humour and with assurance that our product helps you to get back energy.
What is the central message of the Ad? Snickers as a quick, healthy and tasty way to deal with your hunger. Helps you to come back to reality, to become yourself, think properly, focus, etc.
What will influence your audience – what will make your ad campaign effective?
Funny scene, catch phrase at the end (“You’re not you when you’re hungry”), showing that our character is really enjoying the bar, that it’s not only “helping” and giving him an energy, but it’s also tasty.