Create the adverts (U20: P4, M3)

Learning Outcome 3 (U20): Be able to produce the planned media components 

P4 (U20): Create production materials to be used in the original media product

For the campaign, my group created a video advert, a magazine advert, and a billboard. These forms of advertisement were used as it allows for a mass audience to be aware of the brand and attract the target audience directly.

Video advert

Billboard/Magazine advert

Overall, the feedback for the video was very positive. The large target audience of 14-18 year olds, as well as 30 year olds, were very keen on the advert. Below are two of the user tests that agreed to be filmed. The rest of the qualitative data that was found is summarised underneath. 

Many noted that the narrative was very clear and the overall advert was engaging. Everyone interviewed said they would be interested in purchasing the drink after watching. One thing that was commented on a few times, especially by the older demographic watching, was the use of the song. They noted how it felt very nostalgic. It was also clear to audiences that it tasted like strawberry laces, due to the fact the actor was eating it. 

One thing that was mentioned that could be improved about our video advert was that the beginning was too long. Although it was used to show how life without PhizzWizzard is boring, it may turn potential customers away as it does not get straight into the energetic and colourful section straight away. 

One main point that was spoken about a lot was that the posters for both the magazine ad and the billboard were very cohesive with the video advert. It was noted how it has a strong brand identity and is very interesting and appealing to look at. The dark background was favoured as it made the can the main focus of the poster, catching anyones eyes. Many commented on how the strawberry laces coming out of the drink clearly illustrate the taste of the drink. Everyone who was interviewed said the pricing and social media usernames were very clear. However, one person said that price on the posters could be bigger to really make it obvious. 

M3 (U20): Create production material that follows the codes and conventions of the chosen genre for the media product.

Video advert

The intention of the video advert was to entice the target audience to the product. The video advert portrays the drink as nostalgic in order to appeal to the '30-somethings' age demographic, as the client explicitly requested in the brief. One way this is done is through the sound; after the person in the video takes a drink of PhizzWizzard, he gets transported to a brighter more colourful place with a change of clothes. The contrast of the sound of fingers tapping and the clock ticking, which illustrates a bored and dull environment, shows a shift to after he drinks it, where an upbeat 90s song starts playing. The song is 'Wannabe' by the Spice Girls; this song was chose as it is an iconic 90s song and the best-selling single by a girl group in the world. This brings the older demographic back and provides them with feelings of nostalgia, which reinforces the message of the drink, and the slogan shown at the end, which is 'Takes you back'. This links to the convention of video adverts as the sound creates a clear spike in the narrative, and promotes the product with diegetic sound. 

Another production material used in the advert to create meaning was locations. The first shot of the advert is an establishing shot, showing a dull school cafeteria. This appeals to the younger target audience provided in the brief. It is dull in colour, reinforcing the narrative that life is boring without PhizzWizzard. After he drinks it, he is teleported to a bright cafe with pink and red decorations; this matches and reinforces the colour of the drink and brand. This links to the sci-fi/comedy genre of the advert and relates to the convention of video adverts that they should be easy to follow and quite amusing to intrigue audiences. It also allows for a clear shift in the narrative, from before he drinks the PhizzWizzard to after. This is reinforced by the change of clothing, as he is wearing black clothes at the beginning, and bright red clothes after the drink. 

The actor is dancing around and eating strawberry laces. The strawberry laces represent the flavour of the drink, and the dancing around conforms to the comedy genre, reinforcing the idea that PhizzWizzard makes it's consumers so happy and nostalgic. 

Billboard Magazine advert

The poster for the magazine and billboard advert are very similar to have a brand identity. However, the billboard is horizontal, and the magazine is vertical. This is to fit the conventions of such platforms. The intention of both however is to attract the target audience and create awareness of the brand and product. The billboard and magazine posters not only conform to the genre conventions, but the forms of media's conventions too.

One way the adverts attract the target audience is through the use of the bright colours on the can and items/liquid coming out of it, contrasting to the simple black background. This is very cohesive with the video advert, as it implies life without PhizzWizzard is dull and boring. It also captures the eyes of the target audience, for example walking down the street and seeing the striking colours on the billboard, or flipping through a magazine. A convention of these forms of advertising is the poster shows the price and social media accounts for the product being advertised; ours conforms to all of these conventions.

The retro aesthetic and genre of the campaign is demonstrated through the convention of having retro items included. This is shown in this advert as items, such as a CD player, a lava lamp, a vinyl, and jukebox are all shown to be exploding out of PhizzWizzard can. This also links to the convention of the sci-fi genre as it is clearly an unnatural and impossible thing to happen. This also further conforms to the comedy genre conventions as it is satire and enjoyable to see a range of nostalgic and retro items coming out of a drink can.