Final Treatment

Below is the final/second treatment of mine and Cilia's coursework. We made changes to the way we worded things and completely changed two paragraphs to match our new storyboards.

Treatment 2

Exploring our coursework

The idea Cilia and I have created is an advertisement for mints, aimed at our chosen target audience of people aged between 15 to 25. The mint is targeted at both genders which is portrayed in our advert through the use of a couple and by having both girl and boy taking the mint in at least on of the adverts. We have targeted this audience by having themes that they can relate to, and linking the mint to people who are young and outgoing. We knew beforehand that mints were always being advertised on TV, yet none of them focused on the time in which it took a mint to work, therefore we created our own unique selling point, which was that our product works the fastest when you need it most.



Our first advert will be set in a living room in which the couple are first introduced. We want to have a couple throughout all three adverts so that when people see the couple in our advertisement campaign they will immediately associate them with our mints. We have tried to make the advert funny through the dialogue and actions of the characters. The advert begins with a long shot of the couple on the sofa, and the boy smells something nice and says: ‘Something smells nice around here.’ The girl, and the audience, will believe that he is talking to the girl therefore we have used a close up of the girl flicking her hair and feeling flirtatious. Next, we decided to include humour by making out as if the boy is going to hug the girl but instead picks up the cat and says ‘wow, you smell so good.’ For this advert, we have decided not to make out that the girl has bad breath, this will come to the audience’s imagination once she has taking the mint. After this, the girl will be in a bad mood due to the lack of attention that she received, however the mood changes immediately with the catchphrase ‘Shake, Click, Fresh, Ahh’, being narrated over the shots of her movements as she takes out the mints, shakes the packet, clicks the lid open, tastes the freshness, and then is satisfied with the end result of the product.



The second advert is aimed at the younger boundary of our target audience; it revolves around a young couple in which there is an awkward moment between the pair when the girl rejects his kiss, once she smells his bad breath. We considered using time reversal to show a before and after sequence however this could potentially be too complicated to present, and it would be very repetitious to repeat the sequence. Therefore we have decided to show this in a different way by showing how the boy is rejected when he hasn’t used the mints, and then after taking the mint he can get close to her again. We wanted to include this because it is something that our target audience can relate to and it will also continue to add humour. We are going to use a variety of shots to introduce the characters and make the audience feel involved in the action so that they feel the mint will affect their lives too. All of the shots will be either mid- close shots, to extreme- close ups, which will create the effect of a real advert. We have chosen to include more close- ups when presenting the mint, as well as in the other two adverts, so that the audience are focused on the product.

The third advert revolves around the couple meeting the parents. We have chosen to use this idea because almost everybody will face this type of experience in their lives at one point, therefore using this but adding a humorous twist will appeal more to our target audience. There will be more dialogue in this advert than the previous two, but because of this we have decided to make the dialogue funnier. At the start of the advert the couple arrive at the parents house and the boy is feeling really nervous and says things such as: ‘I hope your parents like me’ which will avoid the audience from being confused by making them understand what is happening at a very early stage of the advert. Awkward moments is key in this advert because it helps add to the humour, therefore we included awkward moments when everybody bumps into each other as they go to hug and when the mother says: ‘Do you guys use protection these days’ which causes an awkward moment for the couple as they don’t yet know that she is referring to the mints. We again have our ‘jingle’ in this advert of ‘shake, click, fresh, ahh’ but this time the actress who plays the mother will be saying it.

Overall, all our adverts will have aspects of simplicity and humour because we feel that this will make the advert more memorable and will interest out target audience into buying the product. We also want to have parallel sound in all the adverts, which will be the dialogue of the characters, however we also want to introduce contrapuntal sound which will be part of a song that will be played in the background which will make it feel more light hearted. In addition the couple will be the same throughout so that they are immediately recognised. To end all the adverts, as well as form another link between them, we want to include an end screen which will have the mint on the side followed by a voiceover saying the words: ‘all you’ve got to do is shake, click, fresh, ahh’ (where the words will come up as they are being said by the voiceover) and ending it with out line of appeal of ‘get fresh breath fast when you need it’