Unit 2 Pre-Prod Docs.zip - The link to the pre-production files we completed for our unit 2 production.
https://youtu.be/YueXbtPl7E0 - YouTube link to final production
https://forms.gle/f4tBrAv9FZTBRg4GA - Google Questionnaire results
The brief was to create an advert for a re-branded unilever
product that would branch out in target audience from the original.
Our chosen product was Pot Noodle. Pot Noodle is marketed
towards 16–24-year-olds who want to spend less time cooking and more time for
important things. The re-brand sees it marketed towards busy families with
calmer branding. The product is altered to add child sizes as well as the
standard size. We chose the product as we agreed the pitch for it had a more
effective but attainable synopsis than the other 2 pitches.
Feedback was collected in the form of a google survey, which
was sent out to families.
I think overall we got the main message across to our
family-orientated target audience. The use of mise-en-scene is quite simple in
order to appeal to young audiences with short attention spans. This fits the
requirements well as kids won’t be confused by the complexity of the advert and
ignore the product. The camera use is quite effective as it features good
panning and range of camera angles. The editing has good visual effects with
shaders giving it a summery look to appeal to children as most will enjoy
summer more than winter because of school summer holidays. The pace of the
cutting means that the video moves along nicely without creating much tension
or drama. The sound has a calmness to it, with chilled out piano music in the
background, and the lines of narration being spaced out around the film so that
they’re easy to digest.
I think the finished advert sells the product well to the
target audience as it’s storyline & narrative has a relatable feeling for
families, helping to connect them to the product and to the company. It appeals
to both parents and children as it uses a light, inoffensive tone and mood.
The persuasion techniques we used were quite effective. We
attracted the audience’s attention by opening the advert with a quicker pace
than the later shots. We also used shots of children play-fighting to open with
action to match the quicker pace. We aroused interest by exhibiting the low
prices of the product range at the end of the advert and by introducing the
‘Pot Noodle Superhero’ character to be an ambassador for the product, we also
used this character to stimulate desire with the “Be your family’s superhero
today” tagline to convince families that buying the product will give them a
sense of pride and status. Lastly, the ‘Today’ gives the audience a sense of
urgency which promotes action to buy the product.
We were trying to send the message to families that pot
noodle can bring people together and bring a sense of relaxation to chaotic
family life. We did this by depicting a mother and her children and using the
slogan “Relaxation just a mouthful away” while the family are eating their pot
noodle together.
Overall, I think that our advert is competently fit for
purpose as it has a professional look and complies with regulation. For
example, BCAP code rule 4.1 states that “adverts can’t contain anything that
could cause physical, mental, moral or social harm to under 18s.” Our advert
fits this. Rule 4.2 states that “Adverts mustn’t cause serious or widespread
offence against generally accepted moral, social or cultural standards.” Our
advert fits this. Rule 4.3 states that “Adverts mustn’t exploit the special
trust that under 18s place in parents, guardians, teachers or other persons.”
Our advert also fits this. One of the ASA rules (3.1) also states that “Adverts
mustn’t materially mislead or be likely to do so.” Our advert also fits this as
it is plain what the product is and how much it would cost under the re-brand.
The final advert compares closely to our original intentions
as looking at the pre-production documents, the location rec is the same
location as the final advert was filmed on, albeit a different park to the one
in earlier documents. The script is word-for-word identical to the final advert.
The synopsis has some changes, as the original intention of a water gun fight
for the opening shots was changed to the kids play-fighting and throwing grass
at each other in order to reduce the risk of water damage to equipment. The
background music is also different, originally planned to be dramatic to
complement the action-filled opening shots, the music was changed to be much calmer
and more chilled out for the summer theme. The next shot focuses on the tired
parent pouring coffee into a novelty mug that reads “Tired AF”. The mug wasn’t
available at the time of final recording, so we used a flask instead.
Otherwise, the shot is identical to original plans. The next shot is of the
‘pot noodle superhero’ character being introduced, and it is pretty much
identical to the final product just with different background music. The scenes
of the product being unveiled and then eaten are identical. The synopsis
originally had scenes shoeing how to prepare the product, but these were cut to
keep the adverts running time down. The production was run fairly close to
schedule with the production filming a week late. The post-production ended up
being finished 2 weeks late due to issues with absences and some files not
being shared on the cloud. The prop & costume list and risk assessment
matched the final product apart from the water guns which were not acquired.
Also, the survey reviews were quite positive as well.
Overall, I think we made a great production. In future I
would have more involvement and oversee the filming of the advert, but this was
not possible at the time of this production due to work commitments clashing
with the narrow time window all talent were available for. However, there’s not
much else I’d change apart from some minor points in the narration’s scripting.
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