Advertising Workshop

David Bird

Schedule

• Video– Streamed from the web site

• The Case of Cillit Bang– Cillit Bang Mashups– Barry Scott and the bad publicity– A global brand

• Some student “rushes”

Cillit Bang Video

• Watch these videos– http://www.cillitbang.co.uk/in_action.shtml– http://uk.youtube.com/watch?v=1gKjjEctWuo

The Case of Cillit Bang

• How bad can it get?– http://www.cillitbangremix.com/

• Losing the link between reality and fantasy– http://www.plasticbag.org/archives/2005/09/on_cillit

_bang_and_a_new_low_for_marketers/– http://www.plasticbag.org/archives/2005/10/an_apol

ogy_from_the_cillit_bang_team/

• Good critique– http://news.bbc.co.uk/1/hi/magazine/4326446.stm

The Global Brand

• Hungary– http://www.cillitbang.hu/home.php

• Easyoff Bang– http://www.easyoffbang.com.br/home.php

OK – Let’s Get Jiggy!

• Describe what’s wrong with the whole “Barry Scott” thing

The Big Workshop Questions

• Describe what’s wrong with the current (or previous) Cillit Bang advertising campaign

• Describe what works well in the current (or previous) campaign

• Discuss what you are going to do differently and why will it work

• Describe what message is currently conveyed.– Describe what message you want to convey

The Big Workshop Task

• Produce storyboards that you will use to create a new advertisement for Cillit Bang• The ad is 30 or 60 seconds long• A maximum of 10 storyboards to be made

• Things to think about:• Who is the target audience?• What do you think they’re interested in?• What would make them want to buy this product?• What would stop them buying a competitor’s

alternative?

Storyboarding: Making Storyboards

• What is it?– Process of producing sketches of the shots of your

script. The end result looks like a comic book of your ad(without the speech bubbles).

• Why do it?– Helps you think about how your ad is going to look– Communicates better than words– Foresee problems– Get a feel for shooting

Do I have to be artistic?

• Hitchcock and Spielberg couldn’t draw but always used Storyboards

• Experiment quickly and cheaply• Test out different versions of how a scene

may look and play on camera

Tricks for Storyboarding

• There are tricks to illustrate movement - whether its movement within the frame (actors walking) or the frame moving itself (camera panning etc.)

Tricks• Arrows

– Suppose the camera is tracking in, following a bad guy's footsteps

• Draw in an arrow pointing into shot to show the camera's movement

– Now the hero's head is pulled back by one of the bad guy's goons

• Use an arrow to show the movement of the head being turned– What about a zoom in?

• From each corner draw in arrows pointing to the centre, draw in a new smaller frame to show the end of the zoom

• Use thick white arrows to show camera moves• Thin black arrows to show objects moving.

Tricks

Tricks

• The floating frame– What if you want to show the camera panning to

show a cityscape, or following a character as they walk through an airport?

• Illustrate one shot using more than one storyboard frame showing the key stages of the shot's movement across a number of frames

• Draw out the entire scene (e.g.. the horizon of a city) and place a frame on it with an arrow indicating the direction of movement.

Tricks

• Transitions - The storyboard can also include transitions in your film. Write these in the gaps between the frames e.g.. “DISSOLVE TO”

The Bare Minimum on a Storyboard Sheet

1. Picture description:

Camera Move

Shot

Light:

Seconds:

Voice-Over: SpeakerScript

SFX:Sound/Special-FX

Rough drawing of the scene

Student Rushes• An insight into a phone conversation between mother and daughter

– http://uk.youtube.com/watch?v=ecin5cY6VzY• Cillit Bang Invasion

– http://www.youtube.com/watch?v=0JNGnzYwrL8• Silent Kitchen

– http://www.youtube.com/watch?v=MQXgywDIM8g&eurl• Superman

– http://www.youtube.com/watch?v=62eZjTEEWsA• 1950s

– http://www.youtube.com/watch?v=YFbWlDFYSho• James Bang & Cillit Bang Defeat The Villains Of Dirt And Grime.

– http://www.youtube.com/watch?v=bPCiJ6dQ46g• It's Big

– http://www.youtube.com/watch?v=lPoyHsv6Tgc

The Competition

• Complete your storyboards• Go home/back to school/college• Using mobile phone camera, digital stills

camera of DV camera– Make the advert– Edit it using free software– Burn it to a CD or place it up on YouTube– Send CD or YouTube URL to John!

• There’s a prize – oh yes!