As a media studies student and a media consumer I am always thinking of how the media can be used for a variety of causes. Commercials, online advertisements, movies, magazine ads you name it! As a cridic and promoter I am lookinig at what makes all these things successful. My findings? They find a theme, stick with it and tie the ad together. It isn’t about what happens in the ad, what matters is that you can play on people’s wants and needs and keep them watching. By the time they see the logo on the screen the viewer should already know that they want to buy the product so the final piece of information is where they can attain it, and the logo shows leaving the viewer searching the web for the fastest way to purchase the product.
For my 30 second television AD for personalized towels I would focus on what seems to be important to many men and women nowadays.. working out. I am playing on the constant need for beauty that women feel and the need to be desirable that men feel by making the lives of my actors appear perfect. Here is a break down of my AD:
time: 0:03- Camera taking in a modern gym filled with people working out hard. Moving from the bikes and tredmills into the area with the weights. The background has the first beats of Nina Sky’s Move Ya Body. The song would be edited to remove the mans voice and only have the beat playing. The gym is very light and modern with earth tones as the prodominant color. The people working out are wearing whites, blacks and browns. The setting is casual and all of the people working out are in great shape.
time: 0:06- Camera moves to a room with yoga going on. It is an advanced group yoga and in the three seconds on camera they will move from on position into another, gracefully and slowly while matching the beat. I would hire a professional yoga instructor to choreograph a very short routine that works with the music and still demonstrates yoga well. The women and men are dressed in earth tones only adding some pops of neutral colors. Keeping the ad very down to earth and homey.
time: 0: 10- the camera focuses in on an image of Jennifer Aniston doing yoga alone. Her movements are smooth and match the beat of the music. She is smiling and has her hair in it’s signature natural style. She appears to have ‘no makeup’ and is wearing a very natural look as well as clean colors, light blues and slimming black.
time: 0:15- the camera moves to a birds eye view of more group yoga, moving into faster pace, more dance like images where the women and men are moving very easily. The color scheme changes as the yoga is taking place outside and the clothing is beginning to have more color in it.
time: 0:25 the rest of the commercial will be shots of men and women in brightly colored clothing dancing to the song and sweating. The steps will be rythmic and the dancing will be full of energy! I want the exercise of the stept to really show through and make the viewers want to get up and move and picture themselves as the people in the commercial
time: 0:30 the music will end on a count of doo doo do doo as the cameras are suddenly away from all of the dancing and its back to a picture of Jennifer Aniston in a quiet serene place with beads of sweat dripping down her forehead. She grabs her towel and whipes her forehead and then the camera zooms to a picture of her towel where it turns to slow motion and reads “Jennifer Aniston- In life there are no regrets, just lessons” and zooms out from out to in and end of commercial
What Makes this Commercial Work?
In todays society what matters is appearance, money, wealth and music. I chose the son Move Ya body because it is sexy and has a good beat. Hearing the song will automatically grab your attention. It isn’t a very well known song but it has a recognizable beat that will make viewers stop and watch.
The entire commercial is about showing the viewer what they want in themselves. The people in the commercial are young, fit, attractive and having fun! Everyone is smiling and enjoying themselves. Sometimes the most effective commercials are the ones that are not quite about the product but promoting the idea of how the product will make you feel. Biggest successful example of this technique? Tiffany. The Tiffany advertisements don’t sell the jewelry; in fact there often is very little jewelry in them at all. Tiffany sells the feeling associated with their signature blue box. I like this strategy for Signature Towels because a towel is just a towel unless you can associate it with something, perhaps working out an finally managing that ideal body you have always craved.
I chose Jennifer Aniston to be the main endorseur for this product because the commercial is focusing on health in association to using the towels. Jennifer is known for her fit body and she is well known from her telivision shows and movies. She is also in her fourties which will appeal to a larger audiance than a young star would. Jennifer Aniston will attract young to middle aged women to using the same producs she uses. The towels will be ‘hidden’ in every scene of the commercial. They will be thrown over sholders at the gym, hanging on a hook at the yoga studio, beside Jennifer and then waving around during the dancing. Connecting the towels in an indirect way will add to the idea that it NEEDS to be there for the workout to happen.
You need a fit body? You need a signature personalized towel. End.