Creative Brief

I used the commercial we viewed in class on Zazoo Condoms.

Brand : Zazoo Condom Commercial 

Background

This commercial will depict the fear for those who are not ready to have children and therefore will purchase Zazoo condoms to prevent that.  To measure the success of this program, use the most inappropriate kid that displays the worst imaginable behavior and express the unhappiness and regret on the fathers face.

The Audience 

The main audience will be subjected towards men of ages 18 and older who are not ready for children.  Men would be targeted because they are ones wearing the condom and also it has been opinionated in other situations that men get the most scared when it comes to pregnancies. The people who should be avoided are those who are trying to have babies and are ready for the responsibilities of children.  Some audiences may believe that before watching this commercial " Oh, this couldn't happen to me."  The secondary audience would be women. The women viewing this commercial will then make their partners wear condoms. 

Objectives

Zazoo condoms are the best condoms to use and that they will prevent pregnancies unlike other condoms brands that break. The priorities of those objectives are that if you use Zazoo condoms will prevent accidents and to position this in the minds of the audience use the worst possible scenario of not using a Zazoo condom

The Message

Wear Condoms

Prove it by portraying the consequences of not wearing condoms

Zazoo condoms are the best condoms to use to prevent those consequences 

The Medium

Use a television commercial to give the audience the true emotion from the actors and what happens if you don't use Zazoo condoms

Anything Else

Make the commercial funny so more people can enjoy it, but still serious about the concept of the commercial 

The Deadline

The project will be delivered after everything is approved and all the requirements have been met.

Expected Delivery Date: June 31, 2008

Budget

We have a solid budget for this project 

 Has been looked at by our financial advisors and have stated that we able to go forth with this project

The Responsible Parties 

President of the company will approve concept , copy and design 

Billboard Advertising.

Billboard advertisement is something that is suppose to give you a memorable impression quickly.  They leave you thinking about the message as you drive by.  One of the billboards that really caught my attention were the mysterious "I Pooted" billboards.  At first I was unsure what they were advertising (Cartoon Network) and so was the rest of America.  I didn't really bother me that I didn't know what the advertisement was for, I just thought it was hilarious.  Since the billboards got so much questioning, they later added cartoons from cartoon network, to clear the confusion.  However I liked it with just those words, it caught my eye and thought it was very funny.  Billboards that relate to things like abortion are very disturbing to me.  Having the cute little babies smiling saying abortion is murder, really bothers me.  I believe that matters like that should not be advertised on something as big as a billboard.  Other billboard advertisement that is interesting to me are ones that have figures of three dimensions.  An example of this are the Chick-Fil-A ads with actual plastic looking cows standing on the billboards or the iPod ads with the body of the person coming off the billboard listening to their ipod, like the commercials. I think these really get peoples attention when driving by.  Billboard ads, like other types of advertising, can be even more controversial because the message is so large and is meant to be seen for miles.  It is a very good way to get your opinion out into the world.  

Flat Earth

I do agree with the positioning of Flat Earth.  I like how they incorporate that nutrition and deliciousness are "friends" and that the two can come together to make something that seems impossible, possible.  From the commercial, I received the impression that Flat Earth is targeting towards women who are about 30-50 years old and want to live a nutritious life with their husbands.  Also, the commercial gave me the idea that  the person eating this chip is someone with money, because of what the surroundings were in the commercial.  To appeal to a younger crowd such as college kids, the could incorporate the college life into their commercials.  For example, the commercial can still promote their idea of nutrition and deliciousness coming together and creating something that seemed impossible, but mix in the a younger women who has just got done working out and needs a healthy snack and watch the pig fly away.  I believe Flat Earth has a good position and it provides a positive feeling for it's customers.  

Ethics in Advertising

The role of advertising in our society can create issues for people.  Ad agencies

have to be aware of day-to-day concerns and use appropriate ways to make the product get awareness. However some advertisements are criticized  for being unethical in ways that insult, manipulate, cause offense, are deceptive, and play on peoples fears.

When you are watching television, all we see are different commercials for some sort of prescription drug.  I believe that these ads can manipulate people into thinking that they need this drug when really they do not.  It gets everyone thinking that they have these problems, therefore the people who really need this drug and "everyone else" are consuming this drug.

Some of advertisements can be offensive towards a certain crowd of people. For example the Dolce&Gabbana ad with that has a strong man, which looks like he has pushed a woman down in a sexual manner.  Men are surrounding and watching this happen.  I feel like this gives a message that it is okay to push women around and violence towards women is acceptable.  The Abercrombie and  Fitch ads display teenagers who are almost naked, but yet they are trying to sell clothes?  I do not think it is very ethical to promote sex to teenagers.

Advertisements do not always follow moral ethics and have caused criticism amongst society.  They believe that some content can be unnecessary, especially advertisements toward children.  Three year olds do not need cell phones.  Also obesity among children is a big issue today, therefor targeting them food items has become debatable.  McDonald's is one of the fast food places kids are marketed to the most.  The happy meals with non-nutritious snacks and the playground are what entice them to go.  

Ethics is a big part of advertisement.  The ad agencies need to be careful with how far they take their advertisement. Society can be offended by these or manipulated into receiving wrong messages from the ad.  Advertisements should take issues and use them in the right way not the wrong way. 

Target Corporation

When people think of Target they tend to think of a more upscale Wal-mart or Kmart. They offer more fashion forward merchandise in everything, including home fashions, clothes, accessories, and beauty products. Target, being of USA origin, wants the customer to feel that they have a personal, diverse style. Immediately when I asked what comes to mind when you think of a red bullseye, they say Target. It is something that has automatically stuck in our minds as being Target's logo. Target also sponsor's other organizations from NASCAR to the Modern Museum of Art in New York, to broaden its name as a company. Target wants it customer to feel like they can get diverse, high-quality products for a good price and they know the customers needs will be meet with their purchase.

Top 10 ad agencies

The top 10 ad agencies are:

J. Walter Thompson

Leo Burnett

McCann Erickson Worldwide

BBDO Worldwide

Grey Worldwide

DDB Worldwide

Ogilvy & Mather Worldwide

Foote, Cone, & Belding Worldwide

Y&R Worldwide

Publicis Worldwide

The ad agency that stood out the most to me was Leo Burnett Worldwide. The companies that they work and promote for shows how much of an icon they are in the advertising world.  Everyone knows the big names that Burnett advertises for, such as, McDonald's, Coca-cola, Walt Disney, and the U.S Army.  People pay attention to these commercial's because these companies have a very big impact on America. Just recently Burnett Worldwide won an award for promoting the Wii.  I am always captivated by these commercials just by the saying "Wii would like to play with you."  This statement for the Wii is very clever to me and portrays that the Wii is an interacting game.  

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