YOU NEVER OUTGROW FUN

Presented By: Erica Arias, Daniel Cymes,

Cayla Davis, & Maggie Jaspan
Section 1
Logo

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 Logo
Logo Rationale
We wanted our logo to be “out of the box.” The mADison creative’s logo was crafted with a
great deal of thought and intent. Some things we kept in mind during the design process included
timelessness, versatility, color symbolism, shape symbolism, and a fitting font.
Firstly, the agency name appears to be coming out of a box. This represents what our
agency stands for which is original, unique ideas and willingness to try things that have never
been done before. The phrase “out of the box” is also well known in the English language and
has been around for decades. The timelessness of this phrase makes it easy to understand in a
literal sense, no matter someone’s age or where in the U.S. they’re from.
The next thing we kept in mind was the importance of being able to create multiple, smaller
variations that stem from the original logo. This can be important for agencies that use social
media, create print deliverables, and websites. The logo is designed so that all of the text can be
taken away from the logo and just the box itself can be left and still be recognizable. Alternatively,
the box can be taken away with just the text left, and the logo will remain recognizable. These
options can serve different purposes while still representing the agency visually. The ability to
modify this design while it stays recognizable makes the logo highly versatile.
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The colors for our agency’s logo were thoughtfully chosen. The purple and goldish yellow
were selected primarily because they are JMU’s colors and we are all JMU students, so it
represents our identity as dukes. Furthermore, the goldish yellow is known to represent several
traits our agency members embody. These traits include happiness, optimism, wisdom, creativity,
and enlightenment. These characteristics are all significant to have in order to create out-of-the-
box work successfully. This color shows that our agency values these characteristics which entices
potential clients. Additionally, purple represents dignity, power, pride, and ambition. Including this
color demonstrates that mADison creative is made up of driven, hard-working individuals who
create work they are proud of. Lastly, purple and yellow are both bright, playful colors. These
colors may catch the eye of potential clients in the field of toys, as that is our specialization.
The shape of the logo is an opened box. This represents something that is ready to be
revealed. In this case, the open box symbolizes our gift to share with clients which are creative
ideas to pitch. This shape was chosen because it is unique and makes the logo memorable as it
is not a plain, two-dimensional square.
The sans-serif font for the logo was chosen because it has a playful, approachable, and
youthful appearance. This is fitting for our agency as we specialize in clients in the toy field and
have young energy. The “AD” portion of the agency name is capitalized in the logo to emphasize
that our focus is advertising. With the font and intentional capitalization, the logo is simple to the
eye and easy to read quickly.
Section 2
Pre-Campaign

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 Section 3
Print Ads

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 Headline/Tagline Thumbnails

Headlines: Taglines:
1. Play-Doh is the best part of the day 1. Something to squeeze
2. Back to college with Doh best 2. Childhood is calling
3. You’ve known us all these years… 3. The name says it all
4. Smells like a throwback 4. Contentment in a container
5. Roll with Doh best 5. You wouldn’t be an adult without being
6. A Play-Doh kid at heart a kid
7. Old fun, new scents 6. Still can’t eat it
8. An adult toy you don’t need to a hide 7. Some things are good to hold on to
9. Take a trip down memory lane 8. You haven’t forgotten, neither have we
10. Take memories where you make them 9. Introducing what you know already
11. Rediscover what it means to be a kid 10. Play on!
again 11. You deserve it
12. Open a tub of memories 12. Once a Play-Doh kid, always a Play-
13. What will you create? Doh kid
14. From then until now 13. Bring back the past with new memories
15. Some things are worth holding onto 14. Play-doh is back for you!
16. Spa Day - Relax like it’s recess 15. Play-Doh is here for you
17. Grill King - Your imagination is at steak! 16. Get your scents on Ideas by Maggie Jaspan
18. Dad Sneakers - You’ve got some big 17. Replay your childhood with Play-Doh
shoes to fill; take a whiff! 18. Grow with Play-Doh
19. Lord of the Lawn - Get in touch with 19. Hello Grown-Up Play-Doh
your roots 20. Let your imagination play
20. Mom Jeans - Only pair of jeans that 21. You never outgrow fun
grows with you 22. Smells like fun
21. Tough Decisions - Younger you 23. 100 per(scent) fun
wouldn’t hesitate 24. Tic Tac Doh - could be good visual
22. They Grow-up So Fast - Turn back time 25. Make life playful
one container at a time 26. Get that Doh
23. Let’s get scentimental 27. It’s okay to get nose-talgic
24. Doh you want to add some fun to your 28. Play more, stress less
routine? 29. What fun smells like
25. Doh not miss out on this fun 30. Slay the play
26. Who said fun is ex(stink)t?!
27. Reimagine with Play-doh
28. We grew up too
29. Lift the lid of possibilities
30. More than a kids toys

Ideas by Erica Arias

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 Print Ads

Ideas by Cayla Davis

Ideas by Daniel Cymes

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 Print Mock-ups

Print Rationale
Placement Rationale:
Magazines are the perfect placement to advertise to Gen-Z because ads in magazines
are likely to be noticed. Those who choose to read magazines, which a great deal of our
demographic does, flip through all of the pages and therefore will see the ad. Magazines are
great because they can be reused and shared. This means multiple pairs of eyes will be looking
at them. Magazines also last a long time. People tend to keep them around whether it be in a
waiting room, a bathroom, or even on a kitchen counter. Lastly, magazines are a high-quality way
to display an advertisement. This gives ads the opportunity to be presented in high resolution and
comes across in a professional sense.

Design Rationale:
Design #1: This first design is an ad for the Spa Day scent. The copy “relax like it’s recess”
is included for the consumers to associate the product with the worry-free, fun memories of
their youth. The woman pictured is on a playground slide that corresponds to the colors of the
packaging for this version of the product. The woman has her head wrapped in a towel and
cucumbers made out of Play-Doh on her eyes. This shows the product in use and also makes
it easier for consumers to recognize what the packaging resembles on a shelf. The cap of the
product is also included for increased product awareness and recognition.

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 Design #2: The last design is for Play-Doh’s Dad Sneakers scent. The copy “you’ve got
some big shoes to fill” implies that the target market is still growing up. The background is made
up of the same pattern on the product packaging to make it easy to recognize in-store. The can

Section 4
itself is outlined in a bright orange to make it pop and draw the viewer’s eye directly to it. The
sneaker pictured is very similar to the illustrated ones in the background, making the visual as a
whole more cohesive while portraying this specific scent of this Play-Doh.

Design #3: This design is for Play-Doh’s Grill King scent. The copy “your imagination is
at steak” conveys the message that Play-Doh can help people regain their youthful imagination.
The steak is made out of Play-Doh in this design to show the product in use. The name of the
scent is visible for increased product recognition and the color of the steak matches that of the

TV Ad
packaging. The pretend steak on a real grill is to appeal to consumers’ sense of smell and help
them to imagine what the product would smell like in real life in a creative way.

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 TV Script
Title: “Be a Kid Again”
Client: Play-Doh
Duration: 60 seconds
Air Date: December 2021
WS: TWO SISTERS ENTER KITCHEN. CUT.
(:05)
MS: SISTER 2 OPENS FRIDGE TO GRAB
WATER. PAN UP OF SISTER 2 SHIFTING
HER FOCUS TO A PHOTO ON THE FRIDGE
OF THEM TWO AS YOUNG KIDS PLAYING
WITH PLAY-DOH. ZOOM IN CU OF PHOTO.
FADE. (:10)
MS: IN DEPARTMENT STORE. LATTE ON A
SHELF NEXT TO THE OVERPRICED LATTE
PLAY-DOH AND SISTER 2 REACHING FOR
PLAY-DOH . CUT. (:02)
CU: SISTER 2 PICKING UP OVERPRICED
LATTE PLAY-DOH. CUT. (:01)
MS: SISTER 2 PLACING OVERPRICED
LATTE PLAY-DOH INTO BASKET (:01)
WS: SISTERS WALK BY JEANS. SISTER 1
GRABS MOM JEANS PLAY-DOH AND PUTS
INTO BASKET. CUT. (:02)
CU: SISTER 1 WALKS BY SNEAKER
SECTION INTO FRAME AND PUTS
DAD SNEAKER PLAY-DOH IN BASKET.
CONTINUES WALKING. CUT. (:03)
MS: SISTERS WALK BY TOWELS ON
SHELVES. CUT. (:03)
-more-
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Client: Play-Doh
Title: “Be a Kid Again”
Page: 2
(MUSIC UP AND UNDER)
SISTER 1 (POSITIVE TONE): Hey, do you
wanna go to the store with me before class?
SISTER 2 (POSITIVE TONE): Sure, let me just
grab
some water first.
SISTER 2 (NOSTALGIC TONE): Aww!
Remember how fun it was when we were kids and
we just got to
play with Play-Doh all day? I miss that.
MUSIC VOLUME INCREASES
MS: SISTERS WALK BY TOWELS ON
SHELVES. CUT. (:03)
CU: SISTER 2 GRABS SPA DAY PLAY-DOH.
CUT.(:01)
MS: SISTER 2 PUTS SPA DAY PLAY-DOH
INTO BASKET AND CONTINUES WALKING.
CUT.(:01)
MS: SISTER 1 REACHES FOR LORD OF THE
LAWN PLAY-DOH IN FRONT OF GRASS.
CUT. (:03)
CU: SISTER 1 GRABS LORD OF THE LAWN
PLAY-DOH. CUT. (:01)
MS: SISTER 1 PLACES LORD OF THE LAWN
PLAY-DOH INTO BASKET AND CONTINUES
WALKING. CUT. (:02)
MS: ZOOM IN OF SISTER 2 REACHING
FOR GRILL KING PLAY-DOH IN FRONT OF
STEAKS. CUT. (:03)
CU: SISTER 2 GRABS GRILL KING PLAY-
DOH. CUT. (:02)
MS: ZOOMING OUT OF SISTER 2 PLACING
GRILL KING PLAY-DOH INTO BASKET
CONTINUES WALKING. FADE TO BLACK.
(:02)
MS: ALL TANGIBLE ITEMS IN BASKET. CUT.
(:01)
MS: ALL PLAY-DOH CANS IN BASKET. CUT.
(:01)
MS: ALL TANGIBLE ITEMS IN BASKET. CUT.
(:01)
-more-
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 Key Frame with Rationale
Client: Play-Doh
Title: “Be a Kid Again”
Page: 2

MS: ALL PLAY-DOH CANS IN BASKET. DIS.

(:01)

MS: BOTH SISTERS AT KITCHEN TABLE
IN THE SAME LAYOUT OF CHILDHOOD
PHOTO. MATCHING HAIR AND SHIRT
COLORS OF LITTLE GIRLS. THEY PLAY
WITH THE PLAY-DOH. DIS. (:05)
SISTER 1(EXCITED TONE): This is so great, I
feel like a kid again!
SISTER 2 (LIGHT HEARTED TONE): Hey, you
never outgrow fun!

WS: CHILDHOOD PHOTO. FADE. (:02) MUSIC UP AND OUT

CHYRON (CENTERED IN THE MIDDLE

THIRD OF THE SCREEN, PLAY-DOH LOGO
AND TAGLINE) (:03)

FADE TO BLACK AT :59

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Frame #8 in the storyboard is the key frame. In this scene there are two sisters who

Storyboard
are playing with Play-Doh. This scene was chosen as a keyframe for several reasons. First, all
variations of the product can be seen both in and out of the packaging. Viewers can understand
that it is meant to be played with as the girls have it in their hands. The frame parallels the image
of the sisters in the first frame when they were younger, as they have the same hair style, shirt
colors, and physical positioning. This communicates the big idea that it is okay for adults to be
a kid again. This frame displays the product being used in a positive, light-hearted way and
demonstrates the users smiling and having fun. This portrays the product as desirable, enjoyable,
and nostalgic.

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 Thumbnails

Instagram

Section 5 Ideas by Erica Arias

Social Media

Ideas by Maggie Jaspan

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 Ideas by Daniel Cymes

Ideas by Cayla Davis

Ideas by Cayla Davis

Ideas by Daniel Cymes

Wattpad

Ideas by Maggie Jaspan

Ideas by Erica Arias

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 Social Media Ads
Instagram

Wattpad

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 Instagram Mock-ups

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 Instagram Rationale
Placement Rationale:
We chose Instagram as our first social media platform to advertise on for several reasons.
Instagram allows brands to interact and build a connection with their audience. Potential
consumers have the option to like, comment, share, and message the brand’s account. This
creates a back-and-forth relationship between the client and the consumers. Furthermore,
Instagram allows advertising companies to choose a demographic of the audience whose feed
their ad shows up on. This could be based on age, interests, and more. Instagram also gives
a brand the opportunity to create a following base. Users can follow a brand if they see an ad
they like so that even if they’re not ready to purchase, they start the process by staying in touch
with the brand. Instagram is user-friendly as well. It makes it clear what the steps are to make
a purchase. Instagram is an affordable platform to advertise on and brands can have complete
control over their budgets.

Design Rationale:
We chose to use eye-catching colors that will make users pause their scrolling. The unique
boldness will grab users’ attention as it is more animated and bright than what is normally on the
feeds of people in the target age range. Including the specific product and the brand name in the
ad was done to ensure that people will be able to recognize the product when they see it both
online and in person. The unique patterns align with the products but again, stand out from a
typical feed which really makes them pop.
Extra: Espresso Myself a Latte Short Story
Wattpad Mock-ups
“Just a latte is fine,” I smile. The cup warmed my hand in attention away from my thoughts. At this point in the
the same way it did every Tuesday afternoon that I found week, I wasn’t accustomed to seeing anyone in this cafe
myself in our town’s residential coffee shop. besides myself and the student who seemed to habitually
wipe down countertops.
A smile graced the lips of the student behind the register,
“It’s always good to see you, Brandy!” A large overcoat hangs from the shoulders of someone
who, could I turn back the clock ten years and then some,
I nodded to the part-timer before taking my seat at the fits all too well in my nostalgia.
window which faced one of the three main roads in town.
Sebastian Bates.
Watching the vehicles’ lights spiral through the gently
misting rain, all of this set against the vibrancy of autumn, It’s as though the version of him I once knew plays over
consoled my deeply seeded feelings of reminiscence as the his frame, showing me all the ways he differs from the
steam from my coffee cup graced my bottom lip. person who my mind conjures.

At the annual turn of the seasons, when the leaves change,
I found my mind spinning back to simpler times, days
when taking a cherished break comprised entirely of
admiring the monotony of life seemed dull.
But now… Oh, how it glitters.
Familiarly kind eyes meet mine, the man glancing in my
direction, and I want to sigh at myself when I instinctively
bury my face into the pages of my book.
Luckily, if he notices he says nothing and proceeds to the
counter.

The narrow, wooden door with its even slimmer inset “Good afternoon! Welcome to…”
window rickets open with a tinny chime and pulls my

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 As the part-timer cheerily recites the cafe’s welcome and
daily menu, my mind drifts, and so do my eyes. I find
myself sizing him up from behind, his silhouette dressed
for the biting air. A scarf sits over his shoulders in a grey
that accentuates his black dress slacks, his shoes worn but
clearly high end.
His hair is brushed back, this the work partially of gel and
surely from the wind having tousled it around outside.
I muse to myself how he grew into the height he always
boasted he would have, all those years ago. It’s with a
smirk set on my lips that I turn my attention back to where
it should’ve been in my fleeting moments of rest.
The steam of my coffee dies down as the espresso maker
begins its screaming fit.
A double shot of espresso would be great, thank you.
Even his tone when ordering somehow mimicked his kind
disposition from then…
My eyes settle on something beyond the near frosted
glass, but they focus on nothing in particular. A woman
strolling along, the sound of a barking dog, a stray leaf of
brilliant crimson red swirling through the air…
“Long time no see, stranger.”
The richness of the tone throws me, but not enough that
I do anything other than glance at the man who wasn’t
a stranger in the least. A smile tweaks the corners of my
mouth, and I tip my warmed coffee to him, “That’s an
understatement if I’ve ever heard one.”
He tries to withhold a smile at this, tongue running across
his cheek, and nods to the seat across from me, “Can I
sit?”
“Please,” I nod toward the modest wooden chair.
His cup is smaller, and the steam is furious where he holds
it in one hand. A briefcase rests on the floor beside him,
and then his eyes are back on mine, focused with a sense
of interest that has me drinking deeply from my cup.
“How long has it been anyways, Brandy? 10 years? We
were last in Biochem together senior year, wasn’t it? God,
I hated that class.”
“You’ll make me feel old if you put it like that, Sebastian,”
I chuckle.
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“I’ll do you one better,” he grins, “Rewind it back to
elementary school, to art class-”
“The art class that almost got you held back in the
first grade,” I laugh, shaking my head as the memories
resurface.
“You were my saving grace in that class!”
I roll my eyes, “I’m so sure.”
“I mean it,” he emphasizes, pointing at me, “Don’t you
remember? I was so bad at following instructions, but you
always had my back. Especially when you would bring
that Play-Doh-”
“Play-Doh-”
We say at the same time. Our eyes meet, and then we both
bend over in laughter.
Sebastian reclines, and our knees brush, which brings me
back to the present. “You always had Play-Doh only thing
that could keep me seated so I wouldn’t get sent out…”
As he recants this, his eyes drift down to the table, his
smile dimming in the slightest.
“I remember always leaving with less Play-Doh than I
had at the beginning of the day,” I chuckle, carding a hand
through my hair.
“Thank you.” His voice is so serious, it throws me.
I wave him off, “That was years ago, Sebastian.”
“And yet I can still recall it fondly,” he grins, leaning on
his elbows and smiling at me.
He glances out my window, “Some things never change.
Just like the deceptively cold falls here.”
I nod, eyes wandering to the window, “It’s truly
unfortunate.”
“It’s not, it’s the wind that pushed me in here in the first
place…” Our eye contact lingers, but a resonant hum from
him pulls his eyes down to his beverage. “So, how long
has this old cafe been your hideout for?”
It itches something deep in my chest, and my hand finds
my nape when I admit, “Since graduation. The city hired
me and I had to make do...had to find a new place to hole
up.”
front of me that’s doing a job of that far too well.”
Sebastian nods, expression a bit less energetic when I trail
his gaze, and it lands on the novel before me. The corners “Sebastian…”
of his mouth twitch into a smile, and he taps on the cover,
our hands nearly brushing. “This is something else that “How about it? Let me buy you a coffee sometime before
hasn’t changed.” all the leaves have fallen. A latte,” he nods, sounding
resolute.
“I’m glad that this hasn’t, in that respect,” I nod fondly.
I slowly intertwine our fingers, smiling faintly, “All of this
“It’s nice, to come back and see that some things are how over some Playdough?”
I left them after graduation. You’re different from then,
obviously, but…” He laughs so brightly, it rivals the glittering reality of
reminiscence. And for once, I’m content with my gaze
“It’s nostalgic,” I offer. being set somewhere other than outside the window at my
side.
“In a much-needed way,” he nods, drinking from his cup.
“What’s next, are you going to pull out some Playdough?” Written by McKingley Mihailof
Edited by Erica Arias
I grin, “Do you need something to keep you sitting still,
all these years later?”
His hand slips beneath mine where it rests atop my novel,
and the glint in his eyes is the same quality of kindness
from when we were kids, “I’ve got someone sitting in
Wattpad Rationale
Placement Rationale:
Wattpad is a form of social media for creatives. Readers and writers gather to write and
share stories of all kinds. Wattpad is a place of creativity that brings imagination to life through
story. Users on this platform are highly creative which is why it is perfect for Play-Doh. The
limitlessness of this social media corresponds to the Play-Doh encouragement of imagination.
Wattpad users have broad imaginations that they bring to life on this platform. Likewise,
Play-Doh consumers are encouraged to bring their imagination to life with the product. Wattpad
brings people together with creativity, which is what Play-Doh strives to do as well. Being able to
experience and build ideas off of other people is a big part of what makes Play-Doh enjoyable to
use. People surprise themselves and are able to take a step back and be proud of their work.
Design Rationale:
The visual ads for this placement were designed to be simple and easy to see the brand
name and product even from just a quick glance. The first ad is a banner ad. This has less copy
than other ads on the site which makes it stand out as the site has a lot of words and reading in
general. The banner ad is black and contrasts the mostly white-colored website which grabs the
users’ eye. The next ad is an animation. This is included on this platform as it has eye-catching
movement. Finally, there are story ads on this platform that are created to blend in with other
stories so that it does not seem too much like an ad. Story ads are meant to be engaging and
have the user wanting to read more about Play-Doh’s product.
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 Thumbnails
Bus Ad

Ideas by Cayla Davis

Section 6
OOH
Ideas by Daniel Cymes

Ideas by Erica Arias

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 Ideas by Maggie Jaspan
Ideas by Maggie Jaspan
Mural Ad

Ideas by Erica Arias

OOH Ads
Ideas by Cayla Davis

Bus Ad Mural Ad

Ideas by Daneil Cymes

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 OOH Mock-ups
Bus Ad
college campus is fitting as college-aged students are the age range for this campaign’s target
demographic. A lot of college students take the college buses to get to and from class as they
might not have cars or simply go to schools with a large campus. Lastly, similar to murals, bus
ads are cost-effective as they, most of the time, only require a one-time fee.

Design Rationale:
The design for this ad is meant to be clean, bold, and simple to understand the message
even at a quick glance. The Play-Doh cans and tagline are large and easy to see and read
because of the contrast against the white bus.The image also displays what each scent is to
engage the viewers’ imagination. There is little movement in the ad to make it easy to see since
Mural Ad the bus itself is moving.

Mural Ad
Placement Rationale:
Firstly, murals are a visually pleasing art, often compared to their surroundings which are
normally dark-colored pavement. This makes peoples’ eyes gravitate towards them and enjoy
looking at them. Murals are also very large in size which makes them almost impossible to miss.
Murals can add charm and character to any given area. Murals can also easily be seen by a
high volume of people. Murals are visible from the street, from building windows, from cars, and
more. Placing a Play-Doh mural downtown from college campuses allows it to be widely seen by
our target audience. Murals are not an ad you can swipe or scroll past, it stares at you back and
doesn’t move. Lastly, murals are great for generating buzz. Especially with social media, murals
can easily be photographed and are oftentimes interactive. This makes them “insta-worthy” and
gets people excited to talk about the mural and share more of it through their personal social
media accounts. A mural can also get the community involved as local artists can be hired to
paint it. Furthermore, it leaves a lasting impression. Whether someone sees it on a walk to work or
on a drive home from the gym, it will stick out and help the brand stay top-of-mind. Lastly, it is a
OOH Rationale cost-effective option as it does not require a recurring fee.

Bus Ad
Placement Rationale:
Transit advertising is perfect for this campaign for several reasons. First, it can’t be ignored.
Nobody can scroll past it or change the channel on it. It also is guaranteed to get people looking
at it regardless of if they are riding on the bus or walking or driving past one. It is also great
because, generally, people who ride the bus do so on a daily basis. This leads to a repetition of
brand visibility which can increase brand recognition and recall among an audience. A bus on a
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Design Rationale:
The mural visual is designed to pop and stand out among everything else around it. The
Play-Doh can look as though it is pouring out color and all of the different items are coming to
life. The mural is bright and attention-grabbing. The color fills the entire mural area to really draw
the eye. The mural includes the themes of each scent and its corresponding item to make the
packaging recognizable by viewers in a store. The background colors are lighter because they are
designed to not be harsh on the eyes and to contrast with the darker surrounding elements. Each
item is at an angle to look as though they exploded out of the can and are being thrown into the
world. This creates movement and creates a dynamic visual ad.
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 Thumbnails

Section 7
Guerrilla Marketing

Ideas by Maggie Jaspan

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 Guerrilla Ads Guerrilla Rationale
Placement Rationale:
Our guerilla marketing piece for Play-Doh is a customized manhole. A manhole is what
is used to cover access to underground structures. Manholes are a perfect fit for our client
for several reasons. First, people frequently look down when they walk on the street and on
sidewalks, which means their attention is already pointed in the direction of the placement.
Furthermore, there are manholes every few feet in towns and large campuses. Urban areas
are heavily trafficked meaning several people will walk past the placement and see it. The
demographics in such urban areas are often younger adults which is the target market for this
campaign. A colorful Play-Doh lid manhole would take pedestrians by surprise and create buzz
and interest as it can be easily spotted from down the street or from a building. It is easy to
snap a picture of and share on social media as well. This placement differs from some of our
eliminated ideas because it is unaffected by weather, season, interaction, or time. Manholes are
constant and visible.

Design Rationale:
Guerrilla Mock-ups The design for the manhole is created to replicate the lid of a Play-Doh can. This allows
consumers to draw the parallel between the circular shapes. The colors were chosen to align with
those of the Grown-Up Scents and are also bright and pop which draws a pedestrian’s eye. The
colorfulness stands out especially because of the location of the manhole as it will contrast the
dark, usually gray and black ground surrounding it. The brand name of the client is surrounded in
a bright color and is bold to help it stick out in the viewer’s mind. Variations of the manholes are
created to represent each different scent in Play-Doh Grown Up Scent product line.

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 BPP Script and Notations

Client: Play-Doh
Show: The Bachelorette S:18 E:6

Verbal Placement 1: The Date Card

WS: HOSTS TAYISHA AND KAITLYN ENTER TAYISHA: Hey Guys! Guess what we have?
THE ROOM AND PLACE AN ENVELOPE ON A date card! We will leave this here for you.
A TABLE IN FRONT OF THE MEN.

WS: ONE OF THE MEN WALKS OVER TO GUY 1: Alex, Let’s play around with love.
THE TABLE AND PICKS UP THE DATE CARD From, Michelle
TO READ IT OUTLOUD.

Section 8 CU: PAN OVER DATE CARD.

MS: ALEX’S FACE.

ALEX: Alright...I wonder what that means.
Maybe we’ll be playing with Play-Doh or
something, who knows!

Branded Product Placement

###

Verbal Placement 2: One on One

WS: MICHELLE AND ALEX ENTER A
BEAUTIFUL OUTDOOR AREA AND SIT
DOWN AT A TABLE. THE TABLE INCLUDES
ALL SIX DIFFERENT CANS OF PLAY-DOH.
MICHELLE: So today, we’re going to be
playing with Play-Doh! Each can of Play-Doh
has a different scent. We’re going to try to
think of a childhood memory each scent reminds
us of and recreate part of it with the Play-Doh.

MS: MICHELLE TURNS TO LOOK AT ALEX ALEX: I never have fun like this anymore. I
AND EXPLAIN THEIR DATE FOR THE DAY. should really play with Play-Doh more often!

CU: ALEX’S FACE.

###

48 49
 Verbal Placement 3: After the Date
WS: ALEX WALKS BACK INTO THE ROOM
WITH THE REST OF THE GUYS SEATED
TOGETHER.
MS: GUY 1’S FACE. GUY 1: Hey Alex, how was your date?
CU: ALEX’S FACE. ALEX: It was honestly really fun. We got to
play around with some Play-Doh. It was super
cool and reminded us of how caught up we
get in day-to-day life and how important
it is to still have some fun.
###
BPP Visuals
50
BPP Rationale
Show Rationale:
The Bachelorette was chosen for this product placement because the fanbase falls under
the target market for this campaign. Additionally, the tone of episodes is lighthearted and playful
which aligns with the tones included in the brief for this campaign.
Verbal Placement #1 Rationale:
Play-Doh is first mentioned when a date card is presented in front of all the men. The logic
behind the brand being mentioned at this time is that this moment in the show sparks curiosity
for what is to come. Since viewers are likely curious about what the date will entail based on the
card, and how the relationship will progress, they will wonder if Play-Doh is actually incorporated
into the scene. Hearing the name may spark discussion among viewers as many people watch
with friends.
Verbal Placement #2 Rationale:
Play-Doh was chosen to be mentioned at this time because the scene entails excitement.
When Play-Doh is mentioned during this scene, it is likely that viewers would associate the brand
with emotions they see being portrayed on the screen which, in this case, would be happiness,
love, and making fun memories in general. Additionally, during one-on-one dates, fans often
share their thoughts on social media. Since one-on-one dates take place about halfway through
an episode, this would leave plenty of time for fans to generate social media buzz on various
platforms which would increase Play-Doh brand awareness.
Verbal Placement #2 Rationale:
The logic behind Play-Doh being mentioned after the date is so that the brand stays fresh
in the viewers’ minds even after the show ends. This verbalization will take place towards the end
of the episode. As a result, Play-Doh will stay top of mind for viewers for longer and will spark
interest and conversation when the episode is nearly over and viewers will soon have downtime to
post about it on social media or even shop for it online.
51
 Visual Placement #1 Rationale: The Dinner Table

Play-Doh in this scene is staged on the dinner table in between candles and glasses.
The Play-Doh here has a tan-colored cap. The tan color represents security and warmth. These
feelings match this scene as dinner dates are usually when people on the show open up and
have deeper conversations. The Play-Doh included here allows the viewers to relate those
emotions to the product. People should feel calm and worry-free when playing with Play-Doh.
Additionally, the black packaging of the can portion of the product blends in with the dark-colored
wine glasses in the picture.

Visual Placement #2 Rationale: The White Couch

The Play-Doh in this scene is placed discreetly but clearly on a side table. Scenes like this
in the franchise typically include moments of laughter and happiness, which is what Play-Doh
wants consumers to experience with its own product. The color of the Play-Doh included here is
green which represents prosperity, growth, and progress. This relates to the progress being made
in the relationship and the growth that Play-Doh wants customers to experience internally when

References
they play with Play-Doh Grown Up Scents.

Visual Placement #3 Rationale: The Red Couch

Play-Doh is placed on the table to the right of the couch in this image. The reason for
this is that it is not blatantly obvious but stands out enough from the candle next to it for people
to realize that it is different. The blue can was chosen because it represents sensitivity and trust,
which aligns with conversations that typically take place on a couch during the Bachelorette.

APA Style
The blue Play-Doh also matches the blue shirt worn by the man in the image which makes the
product seem in place. The product in this example is visible but appears natural as it does not
take away from the main focus of the frame.

Visual Placement #4 Rationale: The Interview

This placement includes all of the Play-Doh Grown Up Scents. Lining them up here
looks natural and fits in with the other items on the table including the chest. The Play-Doh is
strategically placed on top of a chest. This is because a chest is known to hold something of
value, much like Play-Doh cans. Chests are items that you want to open and find out what is
inside. This encourages curiosity among the viewers to wonder what is in the cans above the
chest and what value they hold. The interview scenes in this show generally bring in a lot of
viewers’ focus and attention which is why this moment is fitting.

Visual Placement #5 Rationale: The Rose Table

Play-Doh is placed on the rose table in this image. This placement was chosen because
moments including the rose table are full of suspense and all viewers’ attention is focused on the
table. The red Play-Doh was chosen to match the red rose as well as the red dress. This makes
the product look like it was meant to be there. Red represents life and love. The red was chosen
for this scene because this scene is full of passion and love. We also want the audience to feel
passionate about Play-doh and this color can evoke that emotion.

52 53
 Image Reference Cymes, D. (2021). Dad Sneakers Play-Doh Packaging [jpg].

Research

banana peppers (Videographer), (2021). Testing Stress Dough Mar-

keted “For Grown Ups ONLY” 🤪 [Video], Retrieved from Youtube
at https://www.youtube.com/watch?v=kbMJZPfxUJ4&ab_channel=-
bananapeppers

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from
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Print Ads
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54 55
 dimamoroz. (2021). Blank magazine pages with glossy paper Jaspan, M. (2021). Dad Sneakers Lid [jpg].
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56 57
 Social Media Ads Jaspan, M. (2021). Group of Cans [jpg].

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screen capture].Retrieved from
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58 59
 Jaspan, M. (2021). Overpriced Latte [jpg]. @joiehasnolimits. (2021). Wattpad Banner Ad [Image, screen
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60 61
 Inkscape. (2019). Vectorized official brand logo for Play-Doh [svg]. OOH Ads
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File:Play-Doh_brand_logo.svg Bus Ad

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Owens, J. (2019, January 19). Person running on track field [JPEG].

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62 63
 Jaspan, M. (2021). Spa Day [jpg]. Jaspan, M. (2021). Lord of the Lawn [jpg].

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with room to add your own text
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64 65
 Guerrilla Marketing

Jaspan, M. (2021). Grill King [jpg].

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66 67
 Guerrilla Marketing

Jaspan, M. (2021). Mom Jeans [jpg].

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[Television Broadcast]. Indian Wells, CA: American Broadcasting
Company (ABC).

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Gale, E. (Producer). (2021, November 23). The Bachelorette

[Television Broadcast]. Indian Wells, CA: American Broadcasting
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Gale, E. (Producer). (2021, November 23). The Bachelorette

[Television Broadcast]. Indian Wells, CA: American Broadcasting
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