This last post will conclude my final assignment that I have done for my copywriting class. This is also a very last minute and impromptu design which I have done like less then a week.
It is not what I have expected, it could have been prettier and done more professional. I am disappointed but, of course I will learn from my mistakes and try to improve.
So this is an advertisement for a costume customising shop. Mainly it is focused on the value proposition of what the service provides and how the customers should feel after purchasing from the shop.
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This is an advertisement for Nippon Paint. Remembering Ms Jenny which is our copywriting lecturer who have gave us one homework which we have to criticise on a Nippon Paint advertisement as well, but if compare with this, I think this Nippon Paint ad is more attention grabbing in compare to the one that Ms Jenny have gave us. Because it involves with graphics and they have their mascot in it as well which is also called the Blobbies.
In the advertisement itself, it stated the product benefits which is the Nippon Paint can paint on surfaces such as roof, floor, wall, ceiling, ceramic, tile, wood, metal, glass, and even automative. They used a unique was of explaining it without doing it in one go.
With the graphics in the advertisement it will also attract more kids to watch the advertisement as well. As it is clean and simple it gave examples without needing to explain about it. In the advertisement, they have also ad in another paint which is the spray paint. Pylon Nippon Spray Paint. It is like they are advertising two types of product in one advertisement.
They ended the commercial with a hashtag paint all surfaces and with their slogan at the end of the video. They kept the video short and finished it in one minute. It might be easy to film an ad for one minute but they added a lot of graphics and animations into it which make the advertisement so special.
Here is some tips for creating an effective TV commercial:
1. Represent your brand clearly. Your brand name have to be said repeatedly so that viewers with remember what brand's advertisement they are watching. If they take out the Nippon, then people would just think that it is every other normal paint which would do the same thing as shown in the Nippon Paint advertisement.
2. Create an interesting storyline. No one would want to watch an advertisement without any humour or action to it. As interesting the storyline is, the higher chances that viewers will keep watching and remember your brand.
3. Develop a signature character or a theme. Example for Nippon Paint they have their signature character which is the Bloobies. Kids would remember them easily and there is a chance even when they grow up, they would still have an idea of who is Bloobies and what brand it came from.
4. Keep it simple. Simple, clean and understandable. Commercial that talks can bring boredom to some people and they will skip the advertisement instead of continue watching it.
5. Do not cut corners. Quality is an essential element of an effective TV as. Quality does not necessarily mean you have to empty your pockets on the production of one ad. But do utilise a professional film production team to ensure the quality of your commercial.
This week's blog post would be on formats of advertisements, so I was googling for "best insurance advertisements" and I came across this advertisement. This is a car insurance commercial by the Liberty Mutual Insurance in the United Kingdom. The advertisement is very humorous as it relates to real life problem that some of us have once faced. Example, forgetting to pull the hand break after parking the car, reversing without realising there is a car at the back and etc.
This is the first time that I have actually came across a humorous insurance advertisements. It is because the Thai always come up with teary insurance advertisements. This advertisement actually did a great job to break the ice and go for something complete opposite from what the Thai had did.
The best part was the starting. They have made a very attention grabbing opening and it can make the viewers to continue watching the advertisement rather then changing the channel. But it never stop from there, it gives you real life example which will make you think "hmm, what if something like that really happened?" it will aroused the viewer to actually buy insurance for their car.
The type of format for this advertisement have been use was symbolising the problem according to Donald Gunn's 12 master formats of advertising. The type of formats of advertising that have been listed by Donald Gunn all mostly appear on the TV advertisements. I find Donald Gunn's format very relevant and mainstream at the same time. But his format was over 130+ years ago, maybe in this new era, there would be a new type of format other then this 12.
For example in this Ignite Social Media website, they show that Snapchat that is recently one of the popular social media that have 10second long video advertisements. The commission for each user that watched the 10second video will earn 0.02sen each. Which is not consider a small amount because Snapchat is globally used all over the world. This is the newly format that was not included in Donald Gunn's master format.
