Sure Energy Final Evaluation

The Brief for this project was to re brand a Unilever product to a new audience through a short advert.
 The product that we chose was Sure, this is because each of our individual ideas were based around similar products such as Dove and L'Oreal. We decided that the idea for the Sure advert was the most effective. The current demographic Target Audience for this product is women between 20 and 30, according to Psychographic data  they would usually aspirers, as they want to feel good about themselves so will buy well respected  Beauty Products. We decided to change this audience to males aged 14- 18, typically main streamers who will want to buy the product because it will make them more popular.


We collected feedback for this through a group screening, in which we showed the advert to a class where we received verbal feedback and through an internet survey. The main points seemed to be that people enjoyed the music in the background and the range of shots, but would have liked to see the product more as it isn't featured much.  I think that we managed to get across the main message well, as the Survey results show that everyone knew it was for this age group and that respondents from that age group would want to buy it. We wanted them to know that, if they wore this deodorant, they would be more popular, as seen from the girls in the advert becoming more interested.

In terms of Technical qualities, the camera work was well received as there was a large range of shots and angles. Particularly the extreme close up of the bag near the end which was said to be well in focus and a good way to end the main part of the video (after this it moves onto the slogan).

Extreme Close up at 0:32

They also felt that there was good continuity, and that shots flowed together well. Such as these two scenes, which are a couple of shots apart, being interrupted by the girls on the stairs, but they fully follow on from each other.

First shot, at 0:21

Shot of girls, at 0:23

Second shot, at 0:25

The mise en Scene for our advert mainly includes gym equipment, as the kind of people we're advertising are those who'd probably enjoy going to the gym, this is also why we chose the name 'Sure Energy', with the idea of the product re-energises you after sport.

Though a majority of the filming and editing went well, there were a few points that were pointed out multiple times in the group screening. These were that the voice over needs to be clearer and that there should be some included some diegetic sound effects, such as footsteps on the treadmill and spray from the bottle. Also that the product in the end shot isn't very clear in contrast to the background.  If I were to go back and edit the footage some more, these are the things I would change. 

Final shot of the product

The advert does appeal to our target audience, as seen through the survey and group screening in which people from this audience (boys aged 14-18) said they would buy the product. Most respondents in the survey who answered  'maybe' were teenage girls saying they might even if it isn't marketed at them, and older people saying they'd buy it for their son; so these could be a part of the secondary audience.

 In our advert, we wanted to give the message of 'Be cool, Be confident, Be Sure'. This means that people who use the product will become more sure of  themselves, as seen through the sudden interest and more confident demeanor of the main actor after he uses the spray. Using the idea of AIDA, we got attention with a loud and catchy backing music, had a 'cool looking character' (teenager working out, casual clothing) to gain interest, use the idea of popularity to make the product more desirable and had a shot of the bottle in the gym with a tagline that lists the ideals of the company to get to people to think about buying it.

We also had him start off in a gym, to show that this character was also someone who wanted to improve themselves by exercising.  To appeal to our target audience, we used young actors that were dressed in casual clothing so that they fully represented this target audience.

BCAP Code regulations in this advert would relate to Harm and offence, making sure that the constant use of the music wouldn't be harmful to any viewers and misleading advertising, in the instance of what happens in the adverts. Neither of these have been violated however as we made sure to pay attention to them.

Our original idea was to have the boy in the gym feeling tired and then, after using the spray, feeling more confident and going off to talk to the girls. The end shot would be him picking up his bag and revealing the bottle behind it when walking to join them. Because of restrictions in the spaces we were filming, such as the gym only being open for a fraction of the filming time, we had to re plan some of the scenes to take place just outside. This is why the boy is not back on the treadmill after spraying, like he is in the storyboard.

Overall I am pleased with the advert as, despite a few minor changes, it is exactly how we planned it as a group. My involvement in the project was, after deciding an idea, coming up with the shot list and storyboards as well as a few smaller sections. I filmed a majority of the shots, as the other group members were involved in acting and sorted music and scene length for the editing.