Introduction into the Use of Video Cameras and Editing- Drink Adverts

We began the school year with an introductory lesson into Media editing and filming. We were told that we needed to being planning three separate videos which advertised a new drink of our choice. We decided to go with an energy drink called "Electric Shock" as we were immediately able to pitch ideas to each other about how to promote this drink. We were told the adverts needed to coincide with each other so that a consistent brand could become apparent to the viewer. We used story boards to plan and organise our filming schedule and script.

After discussing ideas of advertisement, we decided celebrity endorsement would suit our promotion technique adequately. After running through different well known names, we landed on Usain Bolt, a World Championships and Olympian record holder. I believed that his lively and prestigious character represented our drink in a positive and similar way.

In order to keep consistency and establish the brand we chose the slogan "Electric Shock, it's electrifying". This would be said in each advert by Usain Bolt. We had toyed with other slogan ideas such as; "The lightning bolt of electric shock" as we felt this closely linked in with the name of our celebrity which create a pun. However we found the slogan to be too extensive and not quick and catchy which was the aim.

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

Advert 1
In the first advert, the characters are established. We have James Wilson's character running in a race looking weak and tired. Usain Bolt saves the day by telling him to drink "Electric Shock" and this gives him the energy to win the race. The advert is then closed with Usain Bolt smiling into the camera and saying the slogan with a wink. This advert simply explains the benefits of the drink and persuades you to buy one if you are in need of an energy boost.

Advert 2
The second advert has a slightly different feel. Now we would have expected people to understand that the drink was an energy enhancer and would be familiar with it. This advert shows its desirability. The short clip shows the same actors racing in slow motion in a battle against each other to reach the drink first. It creates the belief that this drink is sought after and desired. Once again the advert is concluded with Usain Bolt smiling into the camera, saying the logo with a signature wink.

Advert 3
This advert takes the same format as the first. We see James Wilsons character struggling in an exam. This is when Usain Bolt comes in and tells him to drink some "Electric Shock". When he does he has a brain wave and finishes the exam. He comes out dancing and looking happy at his achievement and this creates the impression that the drink has been a great help to him. Once again, Usain Bolt rounds up the advert by smiling into the camera, saying the slogan and winking.

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