use of video cameras and editing; introduction

We began this year within media A2 looking into media editing and film during an introductory lesson. During this lesson we learnt that our first task would involve planning 3 seperate videos which would advertise a drink of our choice. My group came up with the idea of trying to advertise a new brand of energy drink known as 'Electric Shock'. Our teacher told us how we must ensure that each advert connected with the next in some form so that the audience could so a consistent brand image developing within the three. Our task began by planning each advert in the form of story boarding our ideas and organising camera angles and actors as well as writing a full script for each advert.

After we had thought of plans and analysed some existing advertisements which were already out marketing products, we decided that the most appropriate method to ensure the audience wanted to watch and receive the message of our advert was through celebrity endorsement. We sat for a while discussing a few well known names which would be appropriate for our product and finally decided upon Usain Bolt, World Championships and Olympian record holder. We chose him due to his sense of character and the fact that we hoped his characteristics and reputation would help to promote our product in this same positive way.

We decided our method of keeping consistency would be by using a brand slogan which would allow our audience to be able to identify our brand automatically. Our slogan we decided on was "Electric Shock, it's electrifying". We decided that this phrase would be said in each advert by Usain Bolt and we would use to this to play of as a pun using catchy noticeable ideas such as lighting bolts edited into adverts and using lightning bolts within out bands logo and label design. The idea of a lightening bolt also teamed up with the play on words of usain bolt.

Actors:
Eddie Njenga- Usain Bolt
James Wilson- Main character
Daniel Thomas- Runner 1
Kwabena- Runner 2
Liston- Runner 3

Advert 1

Our first advert involves the characters as mentioned above. We see Main Character (James Wilson) running in the race, however he is weak and tired. Then Usain Bolt (Eddie Njenga) saves the day by telling him to drink "Electric Shock" convincing his it will give him energy and aid him to win the race. It does so and we see Main character win the race. The advert closes with Usain Bolt smiling into the camera and stating "Electric shock its electrifying" teamed with a wink. The purpose and message of this advert is in order to sell the product by persuading the audience with the drinks benefits and abilities, to give them a huge energy serge.

Advert 2

Our second advert took a different approach to that of the first, instead of looking solely at the more athletic fitness approach, but instead combining this with the idea of a fight to the finish line but rather than a finish line we chose to use the idea that the finish line was the bottle of energy and drink and the aim of the race was the first to reach the drink. The majority of this short clip was filmed and then edited again to ensure it was in its most effective form of slow motion and in order to show every movement and action taken by the runners. The message being portrayed here is the idea of that the drink is desirable and that everyone wants it and therefore its in high demand, and its a race and get it to ensure you get it. As with the first advert the second closes in the same manner.

Advert 3

The third advert begins similarly to the first in that the Main Character struggling to complete a task as we saw in the first. However in this context the struggle is not during a physical race but more in the form of during a test, and focuses more on the idea of brain power. As with the first Usain Bolt then interrupts and suggest "Electric Shock" to character. We then see him steam ahead with his exam until completion and then come out dancing, pleased with the effort he has just put in. Overall the message the advert is trying to portray is that the drink has given him the needed brain power to complete the test adequately and pass. Again this advert ends just as the other two did.

The link below will take you to the adverts;
http://www.youtube.com/watch?v=6w18NYyB70I