TV advertisement evaluation

Ben and Jerrys advert

draft

Finished export

 

 The brief

The Brief was to create an advertisement for a Unilever product that changes the desired target audience of the product to reach a new target audience that it couldn't reach before, by changing how the product is perceived in the advert.

 

The chosen product that our group decided on was Ben and Jerrys and was chosen by voting through presentations, I voted for this group as I thought the camera style and editing which was mentioned in the presentation would be a good idea for the adverts style of an early 2000's skater video.

The current audience for Ben and Jerrys is younger people, as most of the existing adverts are very simplistic and get right to the point, as well as ice cream being something associated with younger people. For the advertisement we changed the target audience from young people to older people with the message of the product being "feel young again", which would hint that the product gives the older generation nostalgia of their youth as a psychological selling point.

Personal reflection and feedback

The final product matched the vision of the idea well as it managed to capture well the style of an early 2000's skater video, whilst clearly showing the message of us offering nostalgia for the older generations through Ben and Jerrys, examples of this are clear flashback effects and costumes. We followed the shot list and storyboard closely with very little to no changes made to content, however some shots from the shot list were changed and added as new ideas developed, such as the close up of ben and Jerrys being opened.  

Audience feedback was very varied with many different opinions but there are two main positives of the advertisement, the first was the camera work with many responses commentating on shot types and transitions between the shots that follow Mise en scene to help continuity and keep the advert interesting, an example being the tracking shot in the shots in the beginning of the ice cream opening close up, which used this camera work to become a very immersive shot sequence. The second thing commented on the most was the sound, we used two royalty free audio pieces from YT audio library and blended them well in the flashback to create a mood change, this worked well as it was perceived well by the voters showing how we successfully changed the mood to more energetic, as it is supposed to remind older people on what life was like when you were young and energetic.    

The main complaint from the audience was that the camera settings were not always the best with the end shot not having the best focus, when more focus on the ice cream could of had a better effect as it would also make the graphic stand out better, to do this next we would simply change the focus settings on the camera to blur the background more, creating more attention to the graphic and the ice cream itself.

I am satisfied with the outcome of the advert overall, as it clearly matches the vision of the group and portrays Ben and Jerrys well to the older audience by use of nostalgia as a selling factor by capturing well the idea of youth through an energetic 2000's skatepark feel. I worked on the camera work and some editing on the project and I feel I contributed well to the advert, especially with some shot ideas and cinematography on the project, however if there was one thing I would do different is adjust the focus of the camera on a few shots such as the final shot to create more attention on the graphic and the actual product, which would help the promotional value of the advert significantly. 

Questionnaire