Summer Project: Coursework Planning

Summer Project 2024: Coursework Planning

Innocent Drinks

1) What is the unique selling point of the product?

In the Innocent Drinks' Adverts, there is a common reoccurring representation of fruits along with the drink, further pushing the narrative of being a consistent healthy drink.

2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.

In the adverts, there is an element of saturation in the environment surrounding the product. The background being nature reinforces the audience's view of healthiness & reliability on the brand. The display of the product is colourful and appropriate for younger ages. The font is child-like, inviting and there are no use of CAPITAL letters to make the brand appear more friendly. Although this advert is reasonable for all ages, it is more appealing to the younger side and adults with healthy diets or children.

3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene.

Innocent Drinks Example 2: The slow relaxed tone, lack of much editing and stop-motion.

4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.

Innocent Drinks Example 1: The effects around the person drinking the product are reinforcing how healthy the drink is said to be and is used to make the product look more appealing.

Extension: What narrative is offered by the adverts? Try and apply narrative theory here.

Innocent Drinks Example 2: There is a voiceover, the drinks are personified and it appears friendly whilst also providing information to the audience

Lucozade

1) What is the unique selling point of the product?

 

Lucozade is specifically formulated to provide an immediate energy boost, thanks to its high glucose content. This makes it particularly appealing to athletes, fitness enthusiasts, and anyone needing a quick pick-me-up during or after physical activity.

 

2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.

Lucozade targets an audience of active, performance-driven individuals, primarily young adults who value convenience, energy, and hydration. They are health-aware, often busy, and look for products that help them maintain or enhance their physical performance and energy levels throughout their demanding daily routines.

3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene.

Camerawork: The advert uses a mix of fast-paced camera movements, including quick pans, tracking shots, and close-ups that capture the action and intensity of both the basketball and dancing scenes. The camerawork helps to create a sense of immediacy and excitement, drawing the viewer into the energy of the activities.

4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.

The advert prominently features young individuals engaging in basketball and Northern Soul dancing, representing vibrant, urban youth culture. This depiction resonates with an audience that values self-expression, athleticism, and energetic lifestyles.

Extension: What narrative is offered by the adverts? Try and apply narrative theory here.

The narrative of the Lucozade advert centres around the theme of maintaining and enhancing energy during high-intensity activities like basketball and Northern Soul dancing. Through a dynamic structure and vibrant portrayal of characters, settings, and conflicts, the advert showcases how Lucozade acts as a vital tool for overcoming the challenge of fatigue and achieving peak performance. By applying narrative theory, we can see how the advert effectively tells a story of energy, performance, and vitality, reinforcing the brand’s promise to support an active and energetic lifestyle.

Other health drink adverts

1) What is the unique selling point of the product? 

BOOST has developed a strong, energetic brand identity that appeals to active and busy individuals. Its marketing often emphasizes energy, vitality, and performance, which resonates with its target audience.

2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.

The primary target audience is typically between 16 and 35 years old. This age group includes high school and college students, young professionals, and individuals in early career stages who may need an energy boost for studying & working

3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene. You may want to focus on TV advert conventions such as voiceover for example. 

One standout feature of the advert is its editing, particularly the way it uses quick cuts and rhythmic transitions to match the upbeat music.

4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.

BOOST is depicted as a powerful energy drink that delivers a significant boost quickly. This is often shown through dramatic, high-energy visuals and bold, confident messaging.

Extension: What narrative is offered by the adverts? Try and apply narrative theory here.

Hero: The active individuals who are engaged in challenging activities represent the heroes. They are striving to maintain their energy and performance.

Helper: BOOST is the helper or magical object that provides the necessary energy boost to overcome fatigue and enhance performance.

Villain: The villain is the challenge of low energy or fatigue that the characters face during their activities.

TV Advert Planning 

Plan out the brand of health drink you are going to use along with the narrative and character for your two adverts. You also need to plan elements like the slogan, settings, music and more.

Answer the following TV advert pitch questions with your original idea for health drink TV adverts aimed at teenagers and young adults:

1) What brand of health drink are you going to use? You can use an existing drink.

Gatorade, it's a well-known sports drink brand that is widely recognized for its role in hydration and electrolyte

2) New slogan for the health drink (MUST be original - cannot be existing slogan): 

Refresh Your Drive

3) Main character(s) that will appear in your adverts: 

A Young Student Athlete

4) Narrative: What will happen in your first advert? 

A close-up shot of a single athlete looking exhausted running (visibly fatigued, struggling)

The athlete stops, takes out a bottle, and drinks it quickly.

Then the athlete resumes running with renewed energy and is visibly faster

Cut to text

5) Narrative: What will happen in your second advert? 

Athlete running up the hill, initially making steady progress but soon begins to show signs of fatigue as the incline becomes more challenging. Early in the morning, with a scenic view. The athlete pauses, reaches into their bag, and takes out a bottle. They take a few sips and then visibly regain energy and they resume running up.

6) Where will you film your adverts? You need a different location for each advert.

1: A flat massive field

2: Northala Field type of place (Hills)

7) Who will be in your adverts? 

My brother as he's a good fit for this role

8) What music will you use for your adverts? What voiceover will you use and who will you use to record the voiceover? Note: for music you can use existing music tracks.

Music: Driving, upbeat tempo with a steady rhythm. Infectious, pulsating beat that keeps the energy high throughout. Like Stronger by Kanye West possibly. (first 30 seconds though) & TELEKINESIS by Travis Scott (feat. SZA & Future) as it's inspirational and could work perfectly when cropped properly in an advert.

Voiceover: Would use Morgan Freeman but unfortunately it's me

(Can be used as an instrumental solely too)

9) How will your adverts appeal to your 15-30 year old target audience? 

The adverts will appeal to the 15-30 year old target audience by showcasing a relatable scenario, providing instant results, and emphasizing a high-energy & active lifestyle.

10) What TV channel and programme would your advert appear during and why? Remember the brief states a mainstream TV channel or streaming service. 

Netflix due to their audience

Statement of Intent

On the same Summer Project blogpost, write the rough first draft of your genuine 300-word Statement of Intent for the adverts you plan to create. The final draft of this document will be submitted to the exam board alongside your TV adverts and is worth 10 marks of the overall 60 marks available.

The ad will target the 15-30 year old demographic, appealing to active individuals who seek a quick and effective solution for maintaining their energy levels during high-intensity activities. The concept of this ad will be focused on a young student athlete who struggles to maintain the same pace throughout his workouts and will need a product to energise and provide an immediate boost, whose effects will be highlighted through dynamic visuals. It will be reinforcing the drink’s role in supporting peak humanly possible performance. The advert will also possibly feature Kanye West’s "Stronger,” (Instrumental or not) as it has a powerful pulsating beat that will keep the energy high throughout the advert. A voiceover will be delivered at the end as it cuts to the product itself and brand name. The slogan, "Refresh Your Drive," implies that the product offers a huge burst of renewed energy or improved performance to help you push forward. The slogan has a positive tone that encourages users to feel energised and ready to take on a lot of challenges. For an alternative advert (climbing a hill), Travis Scott's "TELEKINESIS"  (approximately the 40-second mark, instrumental or not) would be a great choice as it explores themes of power and transformation. Creating an immersive atmosphere that also may be appealing to the younger demographic when also properly cropped to make it appropriate. This second advertisement will be extremely motivating, meaningful, and inspirational. The story will illustrate the athlete’s struggle and fatigue as they climb, followed shortly after by a moment where they drink the product for energy. Energised, the athlete resumes their climb with renewed determination and will successfully reach the top. This is a visual metaphor representing overcoming personal and physical challenges that will position the drink to be the essential saviour that is needed to achieve one’s goals.