HELP! Completely Lost! For this assignment, you will locate a television commerc
ID: 453182 • Letter: H
Question
HELP! Completely Lost!
For this assignment, you will locate a television commercial, decompose it, and then recompose it following the instructions provided in the action items. It is recommended that you do one of the following: 1) record the television commercial of your choice; 2) locate the commercial on the Web site of the organization; or 3) locate the commercial on the Web (e.g., YouTube, etc.). The process of decomposing the commercial requires you to analyze it. As you create the creative brief, you will be drawing some conclusions about the commercial. During recomposition, you will be evaluating those conclusions. Think about how you support those conclusions and the criteria on which you make them. Are your conclusions valid? Do you strongly believe in them? Action Items Select a television commercial. For this assignment you must cite the commercial, program, and network in APA format. Your commercial is to be rated "PG." Decompose the commercial: Go to the Web site of the organization to gain a greater understanding. Write a brief description of the organization (i.e., demographics, target audience, time of day, program, season, etc.) Using information provided in your textbook, the organization's Web site, and the Internet, identify the approximate cost to run the commercial you have selected. Cite all information in APA format that supports your approximate cost. Web sites with information about television commercials include: AdAge AdAge network price chart 2006 Radio and TV advertising National TV Spot Ad Costs How much do television ads cost? Identify the type of appeal demonstrated in the commercial. Identify the visual mood, the audio (or sound), the live action (or animation/special effects) and how these impact the mood. Write two to four paragraphs that explain why you think these typefaces, visuals, audio, and action were used. Support your explanation with information from your textbook or any additional research you complete. Write one to three paragraphs identifying the type of appeal demonstrated in the commercial and support your assertion. What are the ethical implications in the commercial (see pg. 339)? Write one to three paragraphs that explain your statements about the ethical implications. Write one to three paragraphs that explain what would need to be changed in this commercial for an international market? Support your explanation with information from your textbook or any additional research you do about international markets. Identify the principles of design that are evident in this commercial. Write a two- to three-page creative brief using the template provided. As an introduction to your creative brief document include the items from the previous action item. Recompose the advertisement: Recreate the commercial by generating a storyboard (you are not being asked to create a video) by changing one or more aspects of the creative brief document. Your storyboard is to be created in Microsoft PowerPoint or Adobe Photoshop Elements. Your 30-second spot should have five to seven frames. Evaluate your recomposition. Why did you make the changes that you made? List the criteria you used during your evaluation. Support your responses. This can be a paragraph with a bulleted list. Add the evaluation and the storyboard of your new commercial as an appendix to your creative brief.
Explanation / Answer
Decision to buy a particular product involves choosing between the many alternatives from the market. These decisions are sometimes easy, but in most markets, there are many different brands representing a range of meanings and values. A successful brand is familiar to consumers and boosts them with confidence, making them aware of the brand and its associated products range. A successful brand will encourage the consumer to buy the products and become loyal to the brand. To make this happen, every company needs Ads to create awareness about their Brand and products as well. Let us see an Ad belonging to Mercedes-Benz and explore the outcomes.
Television commercial : Super Bowl 2015: Mercedes-Benz Fable Ad
Youtube ID : https://www.youtube.com/watch?v=oF--p4Dkv_Q
Company Website Id : www.mbusa.com
Director : Robert Stromberg
The Super Bowl 2015: Mercedes-Benz Fable Ad from Merkley + Partners in New York retells the old classic fable with Mercedes’ AMG GT tipping the scales. Thanks to its aerodynamic design, to paraphrase Cecil Turtle in the classic Bugs Bunny version of the tale. The Ad takes a fresh approach in unveiling the new 2016 Mercedes-AMG GT S sports car.
Mercedes seeks entertainment value by using a two-seater that's clearly out of the price range of most consumers and something that helps to tell the story, rather than just selling a car. This strategy clearly makes sense, given that the
Super Bowl first and foremost is a platform for memorable stories. The Tortoise and The Hare, A live-action-animation hybrid, the charming spot combines vividly real CG characters with spectacular storytelling to illustrate ingenuity and perseverance in life. Showing Mercedes-AMG’s common philosophy “One Man, One Engine” .
The ambitious project took more than three months to translate the cast of characters from concept art to living creature. Director Robert Stromberg opted to film in the deep woods of Oregon to create a sense of realism. MPC NY Creative Director Alex Lovejoy, 3D Lead Chris Bernier, and Lead Animator Grae Revell took the reins to maximize the spot’s emotional impact, injecting human-like emotional qualities, believable character performance, and incredible CG elements on a grand scale to match the cinematic direction of the film. By creating feature film quality visual effects and combining that with an age-old tale they made a memorable commercial worthy of advertising’s biggest stage.
Director Robert Stomberg Shares : “I’ve done many projects with MPC. We always seem to either come up with something new or redefine something in a way that, as an artist and as a director, is always great to push the limits of what’s possible.” Merkley & Partners Creative Director Chris Landi feels: “MPC not only delivers in terms of the skill set, they’re full of ideas.
It’s a real joy to come and see each day, a new scene added with their ideas and their input as well. The way the Hare takes off his glasses or challenges the Tortoise. Just small little touches, things that appear in the trees, hidden moments, Easter eggs if you will. They just continue to ‘wow’ us, not just with their expertise but with their imagination as well. It’s been a terrific collaboration.” “Who’s your turtle?” is the line they choose to sign off with Cringe.
“Fable” is set to air during the fourth quarter of Super Bowl XLIX. From ideas Wolff Olin’s German engineering developed a brand-led innovation framework that ensures to reality that each venture protects the Mercedes-Benz brand, giving the brand a new relevance in the world through attracting younger customers and building new sustainability credentials. They also made money (with a return on sales of 20% or more).
The Mercedes-Benz Driving Academy was received enthusiastically, gaining over 500 customers within eight weeks.
Ad Objectives:
To drive awareness of the 2016 Mercedes-AMG GT S sports car.
To increase consideration of the Mercedes-Benz amongst new car buyers (those intending on buying a small sized car).
To increase purchase intention of the Mercedes-Benz various types amongst new car buyers.
The Targetted audience for this AD are People with age group of 25 – 39 years .
Overall, the Ad did exceptionally well across the total exposed sample with significant lifts across all brand metrics, and performed equally well in reaching its target audience of people aged 25 – 39 years, showcasing upward movements across all brand metrics.
The Ad also performed very strongly amongst people in the market who are willing to purchase other brands of same class. And created significant lifts in both brand consideration and also purchase intention.
The audience were exposed to the creative execution and were perceived very positively with brand linkage to Mercedes-Benz highly among the entire sample and significantly an increase of +11% occurred amongst people in the market .
Beliefs:
The Mercedes-Benz brand acquired the image of motoring luxury, quality and performance. Also the brand has been responsible for producing some of the world's most stylish performance cars. Mercedes-Benz cars are of superb design and engineering, together with a sense of heritage as the common value. safety and technical innovation became the other facets of the Mercedes-Benz personality . People believed in the brand as Mercedes was the first in the world to fit a four-valve diesel engine in a car to offer enhanced performance, smoothness and extreme longevity. In addition, as early as 1961, the company started to fit anchorage points for seat belts as standard. Mercedes also pioneered ABS braking, the airbag, pre-tensioning devices and the passenger safety cell.
This is only a part of the answer due to time limitation. hope this will give you some idea.
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