statement of intent

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  • Product: Volvic flavoured water 

  • Slogan: Volvic: fuel your day, flavour your life

  • Campaign: two adverts where the product will be painted in a good light, providing energy for the characters  


Plan for 1st advert: At first there will be a young man playing basket ball with his team until he misses a shot and as a result his team his enraged and the young man storms off. The protagonist will be dressed in athletic clothing which implies he's an athlete. On top of this the time of day will change from day to night in order to signify his change in attitude. After storming off he will arrive at his home and will proceed to throw a basket ball in a fit of rage whilst having exaggerated facial expressions which clearly depict his anger. There will be a change in setting from a home to a gym. There will be fast pace editing and a montage like fashion in order to show the passage of time (All throughout the protagonist will be drinking the product in order to show its effects) After the montage the protagonist will return to play basket ball and he will have an increased level of performance.

At the end of both adverts there will be a close up of the product in order for people to clearly see what the product looks like [ and for them to be able to recognise the product and buy it]

representations of 1st advert: In the first advert I plan on using no black actors in order to subvert the stereotype of basket ball being dominated by the black community and to promote more diversity. Along will this I also plan on using a female actor in order to promote higher diversity of females involved with sports.

plan for 2nd advert: At first there will be a man walking and eventually stopping and resting on a bench. I will intentionally film during the night to show his lesser quality of life [ pre consuming the product ] As well as a quick sequence of clips of the man being on the bench to show the constancy of his poor conditions. After this the man will stand up and proceed to go home and eventually stop inside a shop in order to purchase the product and then go home. upon returning home the man will consume the product and then enter his bed. [ the man will be dressed in a hoodie and trousers in order to reinforce the stereotypical look of a younger person as well as applying a level of personal identity with the audience and the man ] upon waking up the man will now be dressed in a suit looking much better [ in order to display the effects of the product ] 

Overall I plan on displaying a positive representation of young males in both adverts. Along with this I also plan on showcasing a healthy lifestyle that I plan on associating with the product.     

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