You will be required to select one alcohol brand (e.g. WKD, Guinness, Bacardi, Heineken, Budweiser) and create one broadcast (TV) advertisement (about 1 minutes) for this brand. You will not be required to film and produce an actual advertisement; instead you will be asked to create a TV advertisement in the form of a script.
A script is the storytelling of the advertisement. To make others “see” the advertisement in their heads and present the idea of the advertisement internally (e.g. to the account manager) and to present the idea to the client.
Slogan will be HIGHLY recommended.
• The script should include the description of the visual and the audio.
• The recommended length of a script is one page (but if the advert is one minute long you would probably need two pages).
• The way to differentiate the sounds, dialogs, voiceovers and superimpositions from the description of the scenes is by writing them in bold.
After doing the script, you need to complete this 11 questions, don’t need to write too much but should be very clear:
1) Media Requirements
2) Production Budget
3) Role of Communications
4) Target Audience
5) Consumer Insight
6) The Proposition
7) Desired Response
8) Reason(s) to Believe
9) Brand Personality
10) Tone of Voice
11) Executional Considerations
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