30+Second+Commercial

30 Second Commercial Assignment

Bandwagon
These commercials depict lots of happy people, pleased with their product. Popularity of a product is important to many people. Everyone else is buying the latest gadget; aren't you?

Repetition
Advertisers aim to repeat their message over, and over again until the name of their product is ingrained in the public's brain. Then, the next time they are at the grocery store they might be more likely to subconsciously choose the brand over others. Sometimes the same commercial will be repeated over and over again.

Cartoon Characters/ Mascots
From Tony the Tiger to the Geico Gecko, cute cartoon mascots sell. Especially if they have a good slogan or jingle.

Heart Strings
Ads that draw you into a story will often invoke an emotional response to the viewer, making them want to endorse the product. A story of a child an organization wants to aid, or even simply a father and son shoveling the driveway and going out to Tim Hortons afterwards is meant to trigger viewers empathy and compassion.

**Celebrity Endorsement/ Are You Cool Enough?**
If you don't use this product, you are a nerd. Often advertisers depict a normal, or "uncool" person using their product and then being reborn into a trendy hipster that does cool things. Similarly, if a product has a popular and/or attractive celebrity endorsing it, people who like that celebrity will be more likely to buy it as well.

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This is the ultimate example of blatant celebrity endorsement. In early 2010, Drew Barrymore became the latest face of Covergirl. The aim of this coalition was to increase both Barrymore's and Covergirl's popularity, as they are both household names in their own right. Ever since then, every single Covergirl commercial has been populated with her in glam clothes, with quickly growing eyelashes and her perky voiceover. This is supposed to convince viewers that they, too, will become glam socialites or actresses if they use Covergirl products. These commercials air so frequently that the technique of repetition is also noticably used. I'm sure that these techniques are successful, but I chose this commercial because I hate it, and this ad campaign has made me loathe Drew Barrymore (who I previously thought of as a decent actress). I also hate the fact that everytime I turn on the TV, I see at least 2 Covergirl commercials, sometimes even on the same commercial break. However, this technique has proved to still be effective, as the Covergirl brand is carved in my brain and I often find myself using their products.

Product:
Insta-bacon

Concept Statement:
This toaster oven-like product instantly creates bacon, either by itself or as a garnish! Aimed towards busy mothers and husbands, marketing will mostly be through T.V ads and in-store demonstrations and samples.

Treatment:

 * Mother rushes around kitchen, making breakfast. She makes a plate of eggs, toast and hash browns and set it in front of her children.
 * Another scene is cut parallell to this, with the same mother making dinner for her and her husband
 * Kids demand bacon, husband inquires towards bacon.
 * Wow! Insta-bacon appears!
 * Shots of happy mother and other customers using Insta-bacon
 * Demonstration (jump cuts) of insta-bacon being used by itself and to garnish.

Theresa, Ashton and Richard's 30 Second Commercial:
L'homme Ginge

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