Charlotte Benbow

https://www.youtube.com/watch?v=1yvJwenYvug https://www.youtube.com/watch?v=lQ1PlHS6R2s

The new L’oréal Paris Elvive advert is my chosen bad advert for this Youtube blog. Many haircare products are dull and generic but especially this one, that shows a variety of women with their hair standing on end. There is also nothing memorable about this advert. 

It is a ‘Top Down’ advert as it does not differentiate from the television advert, which shows that they have not utilised the different media platforms available. By placing the same advert from TV to Youtube, they have not made it interactive which is another reason as to why it would never go viral. Proof of this can been seen by the views in comparison to the likes and dislikes. This high number of views can be accounted for by consumers deciding whether or not to buy the product, so potentially viewed the advert for more information. However by the lack of Youtube likes, it shows less of an impact has been made on the public. 

There are many adverts that have been created for cancer charities and also to share the impact that cancer has on people, however the ‘Stand Up To Cancer’ advert did this in a different way then what has been done before.

The advert is incredibly personal and acts as an emotional trigger to the audience.  Well known celebrity, Davina McCall talks about her experience with cancer and how it has effected her life. There is something very personal about seeing someone that you are familiar so upset. They have tackled this brilliantly by continuing to show well known celebrities in the rest of their campaign. During these videos, viewers are also given the option to ‘skip’ the advert. This is a much needed option as some people may find the videos too hard hitting and it stops people from feeling forced to watch such an emotional video.

Strategy and Planning Assignment - Marmite

This controversial advert was launched on UK television mid January in 2015 and caused sales to increase up to 14%.

Marmite was invented accidentally in the late 19th. This was then first produced in 1902 and became very popular in hospitals and schools due to its high source of B vitamins.

This particular campaign is a very tongue-in-cheek one as it treats unused Marmite bottles as if they were neglected pets. Teams of ‘Marmite rehoming’ experts appear at the owners houses and then proceed with caution to find and retrieve the neglected bottles. The marmite is then brought to a rehoming facility. The families or owners of the bottles always appear very distressed, as if it were in fact a neglected animal that the people were retrieving.

Marmite does not have anything new news to offer its consumers so instead came up with this clever advert to remind people that Marmite is around, and inevitably boast sales. In most of the ads within this campaign it features a family rather than just one specific person. This initially gives off the impression that they are targeting families and people of all ages. However the adverts are set with a very documentary feel that will apply to an older generation of people rather than say children and young adults. By doing so, that campaign targets parents and older people who will shop in supermarkets and buy the product.

The documentary style of the advertisement is done cleverly by the voice over and also the camera shots. The voice over has a very informative tone and also a dramatic one to keep you enticed whilst watching it. Camera shots and angles are done as if the camera was being handheld, causing the footage to appear jumpy and give it a more lifelike quality.

A possible proposition that was used for this campaign could have been something along the lines of ‘What ever your view on Marmite is, don’t let it go unused and forgotten’. This fits in very well with the advert as it is all about neglect and the end caption is ‘Love it, hate it, just don’t neglect it’.

There are also many emotional triggers within this ad that link with the ‘Unused and forgotten’. As this campaign is set around animal neglect it is already a touching subject, and the way in which the retrievers of the Marmite act around the forgotten bottles is caring and emotional to watch. Also the distress in the families of which the bottles are taken from also stirs up an emotional response of sadness to the viewers.

Strategy and Planning Assignment - Xbox One

This Xbox One advert was released in late 2013 and was part of a $100 million advertising scheme to promote it as the successor to the Xbox 360. It came out before Christmas so it gave time for the Xbox One to be put onto many peoples Christmas lists.

Using special effects the advert shows different scenarios in which people are ‘invited’ to join a particular game. However it has been done so that it appears to be real life situations rather than just on a screen. These scenarios include a robot disturbing a meeting, a football player inviting someone from the crowd, a Star Trek character appearing in a train station, a sports car inviting a driver, a zombie in a study area and roman soldiers running down a street. Each of these scenarios is from a game or a film that can be played or watched on the Xbox One.

This is all new news for Microsoft (the makers of Xbox One) as this is a new games console but also a new way of gaming. It is showing how all of your entertainment can now be in one spot rather than in different locations. Xbox have created a different way to advertise this. Instead of just showing the many different things the Xbox can do, it is inviting you to try it out and see what you think for yourself about the new interactive experience with this Xbox. It is giving off a friendly feel about purchasing the product rather than a pushy one.

All of the characters in the advert are of their early 20s as this is to represent the target audience, as they are the most likely to purchase a new Xbox. The scenarios that the characters are in are also quite rudimental, day-to-day activities. This means that the advert will appear relatable to a wide audience as they themselves can picture being in that situation.

A possible proposition for this advert could be ‘An invitation to a new generation of gaming’. This sums up the advert very well as it is all about inviting people to be part of the experience but also the Xbox One did introduce a new way of gaming with things such as voice control.

Strategy and Planning Assignment - Herbal Essences

This Herbal Essences advert was first aired in September of 2013. It was a follow on from many pervious adverts that had been created with a similar style to this one. However it proved to be rather controversial but certainly made an impact.

The advert stars well-known musician Nicole Scherzinger washing her hair with Herbal Essences in the toilet of a plane. The reason as to why it is a controversial advert is due to the noises that she portrays whilst washing her hair. She accidentally knocks into a button that allows her to be heard throughout the plane and proceeds to make ‘sexual’ noises. Once she leaves the toilet, all of the passengers press the overhead button to request the staff on the plane as the passengers all want to experience the same thing.

Herbal Essences is known to be a brand especially for females and offers a range of products to work well with each individual’s hair. It is also known to be very fragrant. This was a follow on from previous adverts with the same tone. This advert in particular focuses on the fact that a certain type of Herbal Essences is back on the market. It reminds people of the enjoyable experience that Herbal Essences can provide whilst also being informative. At the end of the advert it asks people to hashtag ‘FirstTime’ for when they first try the brand, so the company are aware that this advert would bring in new consumers and product buyers who were unaware of the return of the particular item.

The target audience is still for females as it is a feminine brand and the main character is a woman. Nicole Scherzinger can be said to portray a regular person rather than a celebrity because the advert features in an economy airplane. However as she is a very well known celebrity, this is trying to show that anyone can experience the same effect as her.

This links in very well to the emotional triggers used in the advertisement. A large majority of people dream of being a celebrity and Herbal Essences is showing that by using their product you can be one step closer to experiencing that.

Strategy and Planning Assignment - What’s My Claim Worth

The ‘What’s My Claim Worth’ advert is part of a campaign that began airing in January of 2014. They tried a different angle to what current injury claims companies were doing to advertise their services. Instead of following the current adverts for their field, they took a comedy spin on it.  

This particular advert from the campaign features the two characters Tiffany and Tom. Tom is talking directly to the camera to explain to the viewers what ‘What’s My Claim Worth’ can offer them if they’ve had an injury that was not their fault. After he has finished explaining he turns to talk to Tiffany. Tiffany turns and faces the camera with her hair a mess and speaks about how a Frisbee ruined it. She talks with a very exaggerated East London accent, wears a bright pink tracksuit and has her face heavily made up.

The target audience will be people who have had an injury that was not there fault. However the tone of the advertisement is humorous meaning that it could attract a younger market of people who have been injured. The current adverts on TV for other injury claims companies feature much older people. There is a possibility that ‘What’s My Claim Worth’ is setting out to help people of a younger age.

By using these two characters is gives off a friendly feel to the ad as well. Tom jokes around with Tiffany and makes fun of her predicament (as seen as well in other adverts of this campaign). This will make the viewer believe that the company would be very kind and friendly if they were to deal with their claim.

The advert is very informative as Tom talks about how to get in contact with the company and what to do. Tiffany provides the comedy element and shows that not all injuries are worth claiming for. Her exaggerated accent and attire also add to the comedy aspect of the advert. However I feel that she is a rather annoying character and for some viewers it may put them off using ‘What’s My Claim Worth’.

BBH, named after the agency’s cofounders Bartle, Bogle and Hegarty has gained its philosophy through one of the first pieces they produced for Levi. It contained the line: ‘when the world zigs, zag’. They have carried this on through their work for AXE, Dulux, British Airways, Adidas and many more; aiming to stand out and do things differently. Their most successful and memorable campaigns include ‘The Axe Effect’ and Johnnie Walker ‘Keep Walking’. Due to its growing success the company has grown in size being known on a  global scale and employing up to 1000 people worldwide. The Executive Creative Director for the London branch is Nick Gill; who has been with the agency for 14 years. Other contacts of the agency may include Wesley Hawes; a creative director, and copywriter Dan Morris.

CP+B does not describe itself as an agency of ‘ad people’ but rather: rule breakers, artists, scientists, technologists; priding itself on the fact that many different people work there. CP+B has changed the way people receive and relate to advertising, trusting that consumers are demanding entertainment and involvement over one-way sales pitches. They’re interesting way of tackling the advertising world has led to them being Creativity Agency of the Year five times running, three times Cannes Interactive Agency of the Year and Advertising Age’s Agency of the Decade. The agency was founded in 1988 by Sam Crispin and then became partners with Chuck Porter and Alex Bogusky and currently employ 1000 people. Their client list includes Netflix, Xbox One, Mini Cooper, Hotels.com, Dominoes and many more; but they’re more well known for their ‘Truth’ campaign against smoking, as well as Burger Kings ‘It’s Good To Be King’. Jay Gelardi is their Digital Executive Creative Director for their London branch.

https://www.youtube.com/watch?v=BfS5Rp2Lr9I

Wieden and Kennedy are a full service integrated advertising agency. Their impressive clinet list ranges from Honda, Three, Lurpak, Tesco, Nike, Cravendale, Kaiser Chiefs, Old Spice and P&G; and this is mostly just from the London branch of the agency. The agency has come up with some well known campaigns such as the Cravendale campaign featuring cats with thumbs, the Old Spice campaign known as Smell Like a Man, Man and also the Tesco campaign known as Love Every Mouthful. This is all possible due to their employees. Wieden and Kennedy have over 200 employees working in the London branch alone with the Managing Director, Neil Christie. I feel that working there would be a great benefit to my career. They have produced some of the best campaigns I have seen but also their belief that it doesn't matter where, how or in what medium an idea is expressed, you still have to start with a good one.

Havas Worldwide is another top integrated advertising agency. They client list ranges a lot from Durex to Dulux and IKEA to McDonalds. Some others on the list include Evian, Interrail, Virgin Mobile, Amnesty International, One Direction and IBM. Yet again this company has come up with some well known campaigns. One of the best ones was the Evian, Live Young campaign and also the VO5, Express yourself. They also created the Thomas Cook campaign that featured the actor James Nesbitt. Due to Havas Worldwide being such a large integrated agency, they have over 11,00 employees in 316 offices in 120 cities and 75 countries. Yannick Bollore works as the Chairman and Chief Executive Office, and Tash Whitmey as the Group CEO for the London branch. Working there would be a great experience as they have worked with many top clients and produced many successful campaigns.

ADV140 Assignment 2 - Carry on with Existing Campaigns

These posters we created off of digital and visual campaigns. Below are the links to these campaign videos through YouTube. 

Dulux - 

https://www.youtube.com/watch?v=yA8b6286wMY

https://www.youtube.com/watch?v=eES-kAYqiuk

Evian - 

https://www.youtube.com/watch?v=pfxB5ut-KTs

https://www.youtube.com/watch?v=XQcVllWpwGs

https://www.youtube.com/watch?v=GWzW0o-C0c0

Netflix - 

https://www.youtube.com/watch?v=Z0MznWoFCcc

https://www.youtube.com/watch?v=xrT8FkH5BTk

Cravendale -

https://www.youtube.com/watch?v=h6CcxJQq1x8

ADV140 Assignment 3 - Direct Mail

Charlotte Benbow and Raquel Tome

Description

ADV140 Assignment 4 - Self-Promotional Campaign: Posters

Charlotte Benbow and Raquel Tome

ADV140 Assignment 4 - Self-Promotional Campaign: Radio Script

ADV140 Assignment 4 - Self-Promotional Campaign: TV Script

Charlotte Benbow and Raquel Tome