Assignment Six
The commercial is for a skin- and body-care company, advertising its new deodorant. The specific feature of the product is that it is developed for active people with sensitive skin. Therefore, the product has two significant advantages. In the first place, it contains components which help you feel freshness and make your skin dry for all day long. Secondly, the deodorant contains no alcohol and other irritant components, which makes the deodorant perfect for sensitive skin. At this moment, the presumptive name of the product is "Stainless", although it still may be changed or modified in the event of any changes in the marketing campaign.
The commercial will be shot during Portland Marathon on October 4, 2015 for several reasons. Firstly, it is a very popular sports event which attracts thousands of people every year. As a result, it will be easy to find people who are willing to take part in the crowd shot of the commercial. What is more, it much cheaper for the company to involve actual marathon participants than it would be hire thousands of "extras". Secondly, since the commercial is expected to be aired in February, 2016 for the first time, editors and other members of the shooting team will have enough time to edit the commercial and rectify all the deficiencies.
As to the content of the "commercial, it will star a famous sportsman running a marathon and being the first to breast the tape to the strains of the popular song " We are the champions" by the British rock band "Queen". The commercial will definitely involve a celebrity. It would be very effective, if the best runner of Chicago Marathon 2015 starred in the commercial.
After crossing the finish line and breasting the tape, the sportsman's shirt will be absolutely dry and stainless. After his victory, all of the reporters and pressmen will besiege the sportsman and ask him various questions. The key question will be, "What do you consider to be the reason for your stunning success?" The sportsman's answer will be "I owe my success to this new incredible deodorant!' and will present the "Stainless" deodorant to the reporters. And after this moment dozens of thousands beautiful girls will be running after the sportsman.
The advertisement copy will be running during the course of the last three-five seconds of the commercial beneath the main picture. The advertisement copy will be short, clear, logical and creative. All the benefits and specific features of the deodorant will be mentioned in the marketing copy.
The slogan of the commercial will be: "Stainless is the secret of my success". This clear and striking slogan is expected to attract the attention of audience even if they didn't see the actual commercial of "Stainless".
Taking into consideration that the product is developed for people leading an active lifestyle, the primary target audience is the group of men engaged in sports activities. The majority of people who go in for sport tend to like watching sport events, too. For this reason, the commercial will be aired during the Super Bowl 50, which will take place in February, 2016.
In order to reach as many potential customers as possible during the Super Bowl period, the commercial will be aired specifically in the prime time, namely in the middle breaks of the football games.
