Here is a copy of the first Treatment me and Cilia wrote. However, since then we have a changed a number of factors within two of our storyboards so we have created an updated version. Below is the original Treatment, not the final!
Treatment 1
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. We have targeted this audience by having themes that they can relate to. 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 include only one character, so that the focus isn’t taken from the product itself. The setting of the first advert will take place in a bathroom, which is where everyone starts there day, therefore we made the link between starting your day, and starting our advert sequence in this place. The first storyboard includes a female character waking up to a radio, which will start with the sound of a voice- over saying ‘Do you have bad breath?’ the girl nods to herself in the mirror while looking miserably. She scans over previous products in her bathroom which haven’t worked then picks up the ‘miracle mint’, the mood changes immediately with the catchphrase ‘Shake, Click, Fresh, Ahh’, being narrated over the shots of her movements shaking the packet, clicking the lid open, tasting the freshness, and then being satisfied with the end result of the product. All of the shots will be either mid- close shots, to extreme- close ups, which will create the effect of a real advert. The advert will finish with a shot of a fogged up bathroom mirror where the words ‘miracle mint’ appear to have been written. This idea is simple and straight- forward to film, yet we included a variety of shots that will make up for the simplicity. The narrative throughout this advert will not be used in all of them; however, we will make the link between all three adverts by using the catchphrase ‘Shake, Click, Fresh, Ahh’, with the shots to match.
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 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. We have chosen to include more close- ups when presenting the mint so that the audience are focused on the product. There are some aspects of humour throughout the advert, which will enable the audience to remember it more alongside the ‘jingle’ which is present throughout all three adverts, which is ‘Shake, Click, Fresh, Ahh.’ For this advert we were considering having a background song to keep it simple and light- hearted. The song we were thinking of using is ‘Scouting for Girls- Heartbeat’ which will form a parallel sound with the action in the advert.
The third advert revolves around a group of friends and is simpler than the previous two adverts. This is because the advert focus’ on the jingle ‘Shake Click, Fresh, Ahh’. We will be using several characters to represent the mint as being an ‘all- rounder’ and we will do this by using mainly close up and extreme close- ups of different people consuming the mint. This advert will be quite repetitive which will make it more memorable, as well as having a slight beat to it.
We want these adverts to be simple and humorous for an audience to watch so that it is easy to intake the information and they are left with a memorable advert which has persuaded them to buy the product.
