Project Idea

T.V commercial Brief

Hannah Warren
 Brief
3. An advertising package for a new
product or service, to include 2 x TV
advertisements together with two of the
following:
- A radio advertisement
- A TV programme sponsorship sequence?
- A web pop-up
Style Ideas
Inspired by…
(All commercials which have contributed towards my idea can be found on my blog)
Parisienne YSL: Kate Moss
 Why YSL
Perfume?

-I like how all the shots are close-ups and

there isn’t any establishing shots. I don’t
think there are any unnecessary or outcast
shots. All the shots seem to create intimacy.

-I love how the lighting creates the correct

mood and perfect atmosphere

- The music creates a ‘sexy’ atmosphere

which compliments the lighting
Cherie Dior
Perfume
 I love the French, “cute” and romantic conventions of this advert. Many
Why Dior
perfume and clothes adverts use a French setting to create the perfect
atmosphere which is typically beautiful, sweet and romantic. It is the Perfume?
perfect location to create either an urban hustle and bustle atmosphere for
maybe a night perfume which is sexy, or an innocent perfume such as
‘Cherie Dior’ which includes The Eiffel Tower. If I was to create an
innocent perfume advert rather than a provocative one, the conventions
which I would use are:
- London Eye/ Eiffel Tower
- Tea cups and Cupcakes
- Manikins
- London Underground
- Picnics
- Big old-fashioned cameras/ taking photos of self/ vanity
- Swirly, geeky glasses/ oversized shades/ aviators
- Cycling on an old bike in a pretty dress
- Kissing
- Swirling around a lamppost
- Little antique shops
- Streams and puddles
- Heels
- Seaside/ waves of water
- Ice cream/ fondue/ apples/ balloons
M&S
Clothes
 Why M&S
adverts?
The Marks & Spencer's adverts are my favourite clothing range adverts by far! They’re
really fashionable and uplifting with the feel-good songs (mainly ‘Got To Be Real’ by
Cheryl Lynn). I think it’s great when an advert comes on the TV and you don’t have to
even be watching the advert, but by sound you know the brand it is advertising and the
music choice lifts your spirits.

I love the camera shots because they are fast and keep in beat with the music. I also love
the location as it is always appropriate and compliments the clothes worn.
However, my favourite part of the range of adverts is the use of words such as ‘Oh’ in
the image above, taken from a clip of the advert.
This provides the advert with a fun, fashionable and dynamic approach which is slightly
to the other adverts I have researched.
I’d definitely like to use this idea in my own work if possible.
Beyonce
Heat
Perfume
 Why Beyonce Heat Perfume?
This advert is promoting an eccentric perfume which has a vivid
scent. The aim of promoting this perfume is to attract a female
audience who want to feel sexy and confident whilst wearing,
therefore the advert is portrayed as promiscuous, provocative and
sexy through the use of a slow, whispering audio clip, the red
dress, the dim lighting, smoke, shadows and I think Beyonce is
covered in oil to enhance the atmosphere. I think the shots in
these adverts and would like to create one myself.
Christina Aguilera
Perfume
 Why Christina Aguilera
Perfume?
I’m not a huge fan of this
advert but do really like the
use of editing whereby the
pattern is transferred onto her
body.

This may be an idea I’d like to

consider in my own project?
 Music Choices
http://hanmaria93.blogspot.com/2010/09/advert-music-choices.html
Adverts always follow a musical trend, if its a Perfume advert they tend to have a French orientated
song or one which has a slow beat and is often seductive. However, adverts for high street stores or
clothing ranges tend to have uplifting songs which have the feel-good factor and are likely to stick
in your head. An example of this is the M&S advert which plays the song ‘Got To Be Real’ by
Cheryl Lynn. This advert is a huge inspiration to me. Car adverts usually have uplifting songs too
or songs which are energetic and free like ‘Summer-breeze’ on the Saab 93 Convertible advert.
After researching commercials and watching a number of YouTube videos, I selected some songs
which I feel would be appropriate for the style of advert I’m heading towards and created a playlist
as shown below:
Typical Playlist:
• Mama Cass Elliott – Dream a little dream of me
• Fat Boy Slim – Praise You
• Tim Deluxe – It just won’t do
• Feist – 1 2 3 4
• Simian Mobile Disco – I believe
• Fontella Bass – Rescue Me
• Diana Ross & The Supremes – Baby Love
• Chic – Good Times
• Diana Ross – I’m coming out
• Ernie K Doe – Here come the girls
• Katrina & The Waves – Walking on Sunshine
• Michael Jackson – The way you make me feel
• Marvin Gaye – Sexual Healing
Why have I chosen this brief?
It was an easy choice for me after looking through all
the briefs, I knew I would enjoy this one the most.
I’ve always wanted to make my own advert and
transform my ideas into something physical so this
was the perfect opportunity to do so.
I also enjoy…
Fashion: choosing the appropriate clothing for my
models
Travelling: working at a great location suitable to my
advert
Music: choosing an uplifting song won’t be a chore!
 What angle will I be coming
from?

All adverts seem to be stereotypically approached, however

they are all extremely diverse so I’m hoping to create
something similar to my inspirations but applying my own
style and ideas so hopefully it will be something very
different on the whole.
How does it differ from the
AS brief and genre?
My A2 brief differs greatly from my AS
brief.
-It is an advert not a thriller so the approach
is completely different
- I now have a much wider audience, whereas
the audience of a thriller is quite specific
- The mood and atmosphere couldn’t be any
more different! In my AS brief I had to
create tension and an uncomfortable
atmosphere, whereas my A2 brief needs to be
uplifting and accommodating
- The shots for my A2 needs to be much more
condensed and I need to work on my lighting
to create the correct atmosphere
 Who are you aiming your
production at?

• General public
• High street shoppers
• Consumers
• Media viewers
Do I already have some knowledge and
opinions about this area?
I’m exposed to adverts every day when watching
TV, listening to the radio or flicking through
magazines so I’d say I have a good general
knowledge of generic advert content and the
factors which grab the viewers attention, as I am
put in that position myself. I dislike how brands
always use gorgeous, slim/ toned models so I may
break the rules a little here, but apart from that I
feel fairly confident.
I’m currently doing lots of research on YouTube to
improve my understanding 
What is unusual or interesting about
it?
I think it is always interesting to see different
directors approaches on promoting and presenting a
product. I think as long as adverts are fun and
interesting with a variety of shots and locations then
they are normally pleasing to watch.
I’m also looking forward to this brief because it is so
different from my AS Thriller Trailer and anything
else I’ve done!
 How narrowly can the
production focus its attention?

I think I have a good idea of the type of

advert I’m aiming for so I can base all my
shots around the product and make sure they
are all suitable and necessary. However, I
haven’t chosen a brief like a documentary so
I can’t really direct my content attention in
that way.
Location
ideas