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charlie-bezkorowajny-blog · 7 years

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Kit Kat advert and production

Overview

I am currently developing a short 30 second advert with 3 of my friends for the “Selling the dream” section of my course. I will be directing the advert and will be advertising a Kit Kat.

Synopsis

My Kit Kat advert will include 3 different people of various ages, genders and religions all eating a Kit Kat in a different way to show that no single way of eating a Kit Kat is the right or wrong way. Using a variety of people also shows that Kit Kats can be enjoyed by anyone that can eat them. The characters will also be in different locations to show that the chocolate bar can be enjoyed anywhere at any time.

I will use an editing style similar to that of Edgar Wright to make the advert more engaging and to help make it stand out more which will in-turn hopefully make it more memorable.

The tagline/slogan for my advert will be “How do you eat yours?” which further helps emphasise that there is no right or wrong way to eat a Kit Kat. Using the rhetorical question may also make the viewer want to go out and buy one just to see how they eat and if it is ‘normal’ or not.

Research into product

Kit Kat:

•The Kit Kat was originally created by Rowntree’s, in York, and is now produced globally by Nestle since 1988 after they acquired Rowntree. In the United States it is made and distributed by Reese’s, a part of the Hershey company. This will affect my advert if it is to be shown in the US as I will have to use the Reese’s version of the Kit Kat instead of the Nestle version.•Kit Kats are a chocolate bar with a chocolate and wafer filling made by Nestle. It comes as a 2, 4 or single chunky all in different flavours. The flavours include; orange, milk chocolate, dark chocolate, white chocolate, hazelnut and in some countries other flavours such as wasabi are available as well.•Ingredients: Chocolate [1 oz] Sugar, wheat flour, cocoa butter, non-fat milk, chocolate, refined palm kernel oil, lactose (milk), milk fat, contains 2% or less of: soy lecithin, PGPR (emulsifier), yeast, artificial flavour, salt, and sodium bicarbonate. Using milk in the product makes it unsuitable for vegans and people who are lactose intolerant. Palm oil is also a controversial ingredient that might put some people off buying the product, this is because palm oil comes from the African oil palm tree and to get it the tree must be cut down. Due to this, those whore are concerned with the environment may not buy the product as it involves cutting down trees.•Kit Kat bars are produced in 16 countries by Nestle: Brazil, Mexico, UK, Canada, Australia, New Zealand, South Africa, Germany, Russia, Japan, China, Malaysia, Thailand, India, Turkey, United Arab Emirates, and Bulgaria.•Red is the primary colour of the products packaging and adverts and is associated with themes of love and energy. This creates the idea of chocolate being romantic and/or giving you energy if you need it.

Advertisement research.

1. One of the most successful advertisement campaigns of all time is considered by many to be that of Absolut vodka.

Absolute is a Swedish brand and in the 80’s they decided to try and market their product in the US for the first time but they need a strong and unique approach to make their vodka stand out from the competition. They decided to make the Absolute bottle the centre piece of their adverts with it appearing on every single one of their 1,500 different printed ads. Ranging from the bottle itself to a house in the shape of the bottle to even New York taxis in the shape of the bottle, it was everywhere even if you couldn’t spot it at times, making it a sort of subliminal messaging.

In 1986 Absolute wanted to target a more younger audience who live more vibrant and modern lifestyles, to do this they collaborated with Andy Warhol who created the first ever piece of art for an Absolut ad.

Since then Absolut has collaborated with numerous musicians, artists and celebrities to help market their drink. Absolut continued to use this style of advertising using unique printed posters for 25 years until they decided to focus more on digital advertising due to the rise of the internet. At he start of this revolutionary ad campaign Absolut only had about 2.5% of the vodka market and by the late 2000’s over half of the Americas vodka consumption was Absolut vodka. This shows that even something as boring as a bottle can be an incredibly effective marketing/advertising tool.

2. Advertising in the 1920’s became much more about consumerism and having all the latest products. It was around this time that the economic boom was starting and lots of people began to have and more and more disposable income to spend on luxury goods such as radios and cars. Companies started to use celebrities and sports starts to advertise their products to try and appeal to as many people as possible. This period was known as the roaring 20’s and the American people were a lot more interested in going out and having fun, to try and capitalise on this new culture many companies tried to change how they advertised their product. A great example of this change is Coca-Cola who up until this point in time marketed the drink as a medicine but changed in the early 20’s to advertise it as a refreshing and fun food.

3. The first ever official paid TV ad was broadcast in the US on July 1st 1941 over New York Station WNBT. It was shown before a baseball game that was between the Brooklyn Dodgers and the Philadelphia Phillies.

4. On of the best and most successful ads of the 1950’s aired in 1958 and was for Chevrolet. It was named “Boy meets impala”. The advert broke the convention of having lots of talking in the advert explaining the product and how it works, instead the ad contained only 21 words and was focused more on the images that were being shown than what the audience could hear. The advert is about a boy who is about o go to prom only to find out his car has been vandalised so his dad lets him drive his new Chevrolet instead.

5. Most early commercials were rather long at around 1-2 minutes and consisted mostly of someone explaining the product to the camera while in a relevant setting. The product would be displayed next to or in front of the person and then at the very end of the advert, this made the commercials feel very factual and rather boring especially compared to he adverts of today which don’t end to have much speaking in. The early ads would also tend to include song sort of catchy tune or slogan that would be played at the end and this can still be seen in some adverts today.

6. World war 2 had a massive impact on adverting in the 1940’s. Most of the men were off at war during this time leaving only the women, children and elderly at home so companies started to shift their advertising focus more from middle age and young men to women as it was the women that were at home and the men who were at war. There were of course still adverts aimed towards men but most were propaganda that were trying to persuade them to join the military.

Adverts became increasingly aimed at women and were often adverting work for the women. Many of these ads showed a strong woman or a woman with a job acting independently without the help of a man. It was one of the first times that women were shown as equals to men in advertising.There was also a lot of propaganda posters around during the war and these were basically advertising hate towards Germany and its allies.

7. Millions of people watch TV in the UK every day so why wouldn’t companies advertise on TV if their product will be seen by millions of people and potential customers? The whole point of advertising on tv is to get people to see your product and want to go out and buy it. The time of day effects what type of product you will see advertised and companies take full advantage of this. Early in the morning from around 7-9 you are likely to see toys and kids products being advertised as many kids watch TV before school, there’s no point showing a car ad at a time when kids watch TV as they aren’t going to be interested and can’t even get the product. During the day you will see adverts aimed at mums who have to stay at home and look after kids so products such as washing up liquid and bay stuff is shown. Elderly people also watch more TV during the day due to being retired and not needing to work and to capitalise on this companies will advertise products aimed towards the elderly during the day, for example, stair lifts are regularly advertised around this time and chairs that help you stand up.

8. The first ever British TV ad aired at 9.01pm on the 22 September 1955 on ITV. It was made by AB-Pathe and was advertising Gibbs SR Toothpaste, it lasted 70 seconds which is much longer than today’s adverts which are usually around 30 seconds.

9. The creator of Britain’s first TV ad was Brian Palmer. He was 26 at the time.

10. Radio advertising in the 1920’s was seen as the “Golden Age”. During the early 20’s the economic boom began and everyone began to see an increase in the amount of disposable income they had, this meant they could afford more luxury items such as radios. Radio at the time was a very new thing and was exciting to most people, also there was no TV at the time so this was the main source for mass entertainment at the time. 1920 saw the first radio broadcast and by 1922 there were over 600 radio stations meaning advertisers had 600 options for advertising their product, the more radio stations they advertised on, the more people knew about the product. Between 1920-1930 60% of american families owned a radio making it the most popular form of entertainment at the time with hundreds of thousands if not millions of listeners.

Kit Kat advert evaluation

For my 30 second advert I chose to create a Kit Kat advert. I took up the role of director for this project and my friends in my group took up the roles of camera operator, editor, sound and lighting operator and actors.

Initial research

Part of the planning and pre-production for this advert included the research into the product and target audience. I conducted primary and secondary research. As part of my primary research I created a questionnaire to ask other students about their opinions on certain genres, chocolate bars, social media and more. These results then greatly influenced the final product as I knew what to advertise, what genre the advert should be and who the target audience will be. An example of my research affecting my advert is that I made it slightly comical due to the most popular genre being comedy. A lot of the secondary research consisted of finding out about Kit Kats and other Kit Kat adverts so that we could take inspiration from them and to find what might or might not work in our advert. I found that the Kit Kat is often shown throughout, which you’d expect, and I also realised that all the Kit Kat sound effects, such as biting into one, are very loud and exaggerated. I then decided to use these loud and exaggerated sounds in my advert to link it to other Kit Kat adverts and because I wanted to use an editing style similar to that of Edgar Wright which used very exaggerated and overly loud sound effects. Another area I did research into was how Edgar Wright edits his films as they have a very specific style that I wanted to incorporate into my advert and I feel I did a good job of this. To create this style we used very quick whip pans, lots of short snappy shots and of course loud sound effects.

Pre-production

There was lots of planning for the shooting and production of this advert. We had to get permission to film in St Mary’s fields as well as risk assessments for us and the equipment and the crew using it all. We also had to find actors to act in the advert but unfortunately we could only get one person to act. Due to this George, the editor, and Taylor, the lighting operator had to act, however this turned out very well as they were good in their roles. It also limited to the cast to people around my age when I initially wanted to include people of different age groups to help it appeal to more people. If I was to improve it or do it again I would ask more people so that we can get enough actors instead of having to use members of the film crew. One problem we did face is that I only drew up a story board and no script so we only had the story board to refer back to which made choosing and setting up some of the shots a bit difficult as we didn’t have much to refer back to. I feel that the strongest part off the pre-production is that I knew what I wanted the advert to be and how it should look so going into filming I had an idea of what to do and how we should approach it.

Shooting the video/production

We shot the video in one day in one location which had both its advantages and disadvantages to us. Some of the cast could only be with us for a very short time so shooting in one location made it easier for them to get to and therefore meant they could get their shots done in time otherwise they may have not got done at all. Shooting in one location also meant there were going to be less continuity errors due incorrect scenery and transitions etc. To shoot the whole advert we used a Sony NXR and a tripod and did not use sound recording equipment as that would be done in post-production. Having no sound equipment helped as it meant we could focus entirely on setting up the shots and making them look as good as possible. We also used the tripod to help make our shots look professional and steady.

Post production

All of the sound was added in post-production by George, the editor, and this made shooting easier but presented problems when it came to editing. All of the sounds were royalty free and found off of the internet but due to this finding exactly the right sound was rather difficult. Some sounds, such as the bag opening, worked great but others, such as some of the munching, didn’t work so well due to the wrong noise levels and how in sync they were with what was happening on screen. To improve the sound effect quality, we should have recorded our own sound effects on the day or created some Foley sound effects in post. Another problem we faced while editing is that the lack of footage we shot made creating the piece and editing it more difficult than it should have been. In future projects we will need to film enough or more than enough footage so that when we come to editing it will make the whole process smoother and quicker, it will also help with continuity errors and make it look more professional. Even though we did encounter various problems and had no real experience with editing we still manged to overcome the issues and create a well-made and professional looking advert that is very true to my original idea and plans.

Finished product

Overall, I am very happy with the finished advert as it is well made and looks professional even if some of the sound effects could be improved slightly. I am also happy with how it mostly stays true to my original idea and plans, one change I did have to make was that it didn’t include people of different ages as we could only get teenagers to play the parts. Ideally, we would have had at least one adult in the advert to help diversify the cast even more and to further put across that anyone can eat a Kit Kat. I personally think the advert is effectively showing the product and it clearly puts across the message that you can eat Kit Kats anyway you want. Another improvement I would make is to show more people eating the chocolate in more ways and to spend more time watching them eat to more effectively put across the message.

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