Creative Content: story board

Malibu Rum Story Board. Written description of the commercial story.
"Stories are a way for people to communicate and relate". from Advertising by Design by Robin Landa, page 41.
"consider the brand or group ans what kind of story would bet help you explore ideas or explain it". from Advertising by Design by Robin Landa, page 41.

First scene: we want to enter into a almost sunset on the beach, in the Caribbean island

Second scene: immediately focusing on a party in the sand with tiki torches and lights.

Third scene: showing young males and females having fun and dancing at the party with Malibu rum drinks in their hands, back round music is Caribbean instrumentals

Fourth scene: switches to a couple sitting away from the party on a blanket, both drinking Malibu drinks.

Fifth scene: conversation with make and female
                  Female-its like I'm in my own Caribbean fantasy
                  Male- yea, enter into your Caribbean mentality

Sixth scene: zooming into the sunset.

Seventh scene: shows a picture of a bottle of Malibu Rum, voice repeats the slogan once more     
                 "enter into your Caribbean mentality"

End scene.

I chose this commercial to represent my product because it illuminates the story, the idea. Its telling the story exactly how it needs to be told in order to get the message clear across to the audience. It is giving off the relaxed, chill enviorment feeling we want the audience to receive while drinking a Malibu drink.
"finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation". from Advertising by Design by Robing Landa, page 68.

Promotion: Malibu Rum Billboard

 

This is the Malibu Rum Billboard photo. The picture consists of a couple bottles of Malibu to present the different flavors and at the bottom of the image is the slogan "enter your Caribbean mentality"

"a good or even great idea is at the heart of any effective campaign, especially those that resonate, that enter popular culture, that change the conversation, that create brand sirens and advocates and loyalists, and that build communities".from Advertising by Design by Robin Landa, page 92.

The Big Idea: "Yes this drink is fruity, but no this doesnt make you less of a man"

"Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed though the visual design and copy" from Advertising by Design by Robin Landa, page 18. First we ask ourselves who is our targeted audience, once we have that information then we go about creating ideas to attract their attention. For Malibu Rum, our targeted audience is 21-25 years of age and although the drink can be for both sexes, its more directed toward females. To change that I wanted a campaign concept to interest and drag in the male audience as well. "Identifying the people who comprise the core audience is essential to formulating insights, strategies, and, then,relevant ideas". from Advertising by Design by Robin Landa, page 19. Just like colors have their gender, blue for boy, pink for girl, I want to break away from those stereotypes and separate the idea of beer for guys and fruity drinks for ladies. I want to reach out to not only females that you should drink Malibu Rum but also let the males know that "yes this drink is fruity, but no this doesn't make you less of a man". It relates to the "real men wear pink" and makes it okay to step out of the "that's a chick drink mindset". "Determine a clear reaction you want the audience to have".from Advertising by Design by Robin Landa, page 19. This campaign idea sets me apart from other alcohol advertisements because its breaking away from the comfort zones and trying to not only convince my product to our targeted audience but also to invite and welcome outside of our targeted audience. We already have the female interest, and that's not going anywhere. Now we want to make it an even male/female audience.

"an idea is the creative reasoning underlying a design application, the guiding concept that determines how you design; it is the primary abstract idea. It sets the framework for all your design decisions". from Advertising by Design by Robin Landa, page 74.

Competitive Analysis

Malibu Rum and Captain Morgans Parrot Bay are a lot alike which is why there are very competitive. The number one similarity is that there are both Coconut flavored drinks which is also why they are competitive because each drink has a different aspects to make their audience choose between Malibu or Parrot Bay. First up is Malibu with a distinctive Oder of alcohol, a little bit of sweetness and a faint smell of coconut. Parrot Bay has a weak smell of alcohol and also a weak smell of coconut but definitely something fruity. The taste of Malibu is hardly any liquor, some sweetness and no burn, very smooth drink. Parrot Bay you can taste alot more of the coconut but more of a burn. There are many similarities as is there are many differences between the two drink and all in all it comes down to which advertisement draws your attention first. "a critical component is learning about the audience-the targeted, specified group of people at whom you are aiming your message, design, and solution." from Advertising by Design by Robin Landa, page 14. A way for the audience to be attracted to a a product is by grabbing their attention and when having their attention , making sure your advertisement is stating the right information to further their interest in the product. Malibu and Parrot Bay both are really good at grabbing their similar target audiences attention. Malibu has more of a relax, come and enjoy by the beach and if you cant this drink will help you pretend you can, pull of approach. Parrot bay has a similar campaign but more of a chill by the beach and party. "The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand" from Advertising by Design by Robin Landa, page 14.

"anyway you look at it, taste is a personal thing. Ask yourself why you perfer one flavor to another. Comparing foods or beverages based on taste is not a strong premise". from Advertising by Design by Robin Landa, page 87.

Malibu Rum: "Enter into your Caribbean mentality"

I chose the slogan "Enter into your Caribbean mentality" because it says exactly what your going to do. Malibu Rum is a Caribbean drink. The sweetness and tropical taste, puts you in the mindset that you are in the Caribbean relaxing and enjoying. It gives a feeling of letting loose and having a good time disregarding time or place. It is unique because it is simple and gets to the point without having to figure out exactly what were trying to say which how we want our audience to feel, like there is nothing to figure out and keeping your mind worry free. " an advertisment is a specific message constructed to inform,persuade,promote,or motivate people on behalf of a brand or group" from Advertisement of design, by Robin Landa.

2011 Dodge Challenger- The car that’s worth today’s high gas prices! Includes 375 HP 5.7L HEMI V8, TREMIC 6-speed manual transmission, Nappa leather trimmed seats, Heated front seats, 267-watt Boston Acoustics 6-speed premium sound system.  Up to 27 MPG HWY. The 2011 Challenger SE with its Pentastar V-6 is rated 18/27 mpg city/highway. That beats the far-less powerful 2010 SE’s fuel-economy ratings of 17/25

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The 2011 Dodge Challenger gets more overpowering engines and suspension revisions to compare and be superior to its own Dodge Charger, Chevrolet Camaro and Ford Mustang. The Dodge Challenger’s styling isn’t altered, staying true to the model-year 2008 revival of this MoPar muscle car. The long-hood, short-deck shape, wide grille flanked by round headlamps, graceful roofline, and full-width tail lamps continue to honor the 1970 Challenger two-door coupe. The question isnt why should I buy the new 2011 Dodge Challenger, The questions is why not buy the new 2011 Dodge challenger. Buy the revised 2011 Challenger

Copyright 2008 - 2011 Iguida.com

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The Super bowl 2011 was a great game to watch but a lot people who do watch the game look very forward to the commercials. This year’s commercials were sort of a letdown. There were a few good ones but mostly bad. One of the commercials that I thought was a good advertisement was number four for top commercial for 2011. It was the Careerbuilder.com commercial, it was very simple and got to the point. Basically by putting the chimps in as your employees and just showing that where you were life was all what you expected there is a way you can get out. By going to careerbuilder.com you are easily able to changes your life around and get back on the track you wanted to be.

Another Super bowl commercial I thought was a good idea was the Ozzy Ozborne and Justin Beiber for the Best Buy advertisement. It was  great Idea to show that all though what you have is great, technology is moving fast and on to better and greater things so with that said come to best buy and well buy your old product so you can move on to better things as well. Using Ozzy to represent the still good but a bit old as the past technologies and Justin Beiber as the new future products was brilliant.

This is an anti-smoking advertisement about how many people die them.Whats happening in this ad is two cigarettes burning in reference of the Twin Towers burning on 911. There is words at the bottom that says " Terrorism- related deaths since 2001: 11,337. Tobacco-related deaths since 2001:30,000,000".The goal of this ad is to show how many people died from smoking since a tragedy that also had to do with a lot of deaths from the same time period. What was proven in this ad was the fact that people die everyday for every reason but its more of a chance to die by inhaling tobacco into your body. The ad is from the company Action on Smoking and Health (ASH) by DDB, a company against tobacco products.  It was published in 2007, only six years after 911 which is not long for that many deaths. For some people this ad may have gone a little far but i believe that is what they intended in order to get there message across to the public. Its assumptions are to the people that has not died because they were killed by terrorists but in fact died because of voluntary actions which later led to diseases caused from tobacco products. 

EOC Week 2: Three examples of Questionable Ethics in Advertisment

This ad defines the word pathetic. It is targeting the mothers of obese children to falsely sending a message that eating meat is abusing your child because obese is the number one death in America, when really there giving you the alternative to become a vegetarian.  They are vegetarian/animal rights companies that are harshly pushing this message by using your overweight love ones as examples.  It is completely there right to advertise why animal rights are good and to become a vegetarian is healthier but it shouldn’t be done by harshly exposing other people’s lifestyles.

This advertisement is stating that there is a chance for the “chubby” girls to dress and feel like the “regular” girl with the same outfits and same prices as it would be for the regular size girls. The fact that there labeling it as chubby-size clothing in the first place is immediately stating that this is the only way to fit in and be equal with the regular girls if you are overweight.  This doesn’t target the overweight girls as being a good thing, its singling them out and saying look buy these products and you won’t feel out of place anymore because you’re chubby. It’s not equalizing them; it’s turning them into something there not and giving them bad confidence. It’s also stating in the public that it’s not okay to be an outcast and everyone should feel ordinary and “regular”.

This picture is stating that it is ok that smoking can kill you because let’s face it- you could get hit by a bus tomorrow. This is sending a completely wrong message to people. Yes, they are telling you it’s dangerous but there also saying that’s not a big deal cause you could drop dead any second.

BOC: About Me

Hello my name is Tawny Roberts and I'm a Fashion addict. Taking four years of fashion in high school was, to my belief, how my dream started to one day be in the fashion lifestyle and further my education in that field. What inspired me to be in the fashion industry is knowing that your able to put yourself and your designs out into the world for it hopefully to be the next trends and for people to love it. Fashion is my freedom of expression, my way to show people who i am. I'm not completely sure what it is i want to do but fashion is my calling and I'm going to pursue it until there is nothing left of me. " Dream as if you have forever, live as if you only have today"-James Dean. I follow this quote because the fashion industry is not going to be easy but fear can make or break you so you just have to follow your dreams no matter what.

Week 1 EOC: VW Lemon

The Volkswagen Lemon ad has been revolutionary in the advertisement business throughout time because of its straight forwardness, humor, and its simplicity.  The ad does not show much nor does it say much but at the same time it shows all it needs and gives the message it needed to send. It was just put out there for the public eye to observe the default in that particular car and develop trust with the people that this would be the only one that would not be close to perfection.  The famous quote from this ad was “we pluck the lemon, you get the plum” and that’s all they needed to say to get the message across to people that we will always do our best to make sure you receive the best. The ad was brilliant, it got the people talking which made other people talking to spread the ad and make it so controversial and revolutionary.  Having to sell the VW to americans, especially after the war was not going to be easy. DDB took on this project and made a statement in the advertisement buisness.