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A Proposal for a FMP (TV Adverts)

TV ADVERT-Subway
Aqila Hussain

AKA
7TH MARCH 2017
PROPOSAL

In our group, there will be 3 of us working together, Aqila, Abbey and Kyla.
For our FMP, we have decided to produce a TV advert. We are producing a
TV advert for a fast food brand, Subway together we feel that we both
enjoy the food they produce and also are familiar with. As Kyla works for
Subway, we thought it would be a good idea to go forward with this idea. I
truly believe we can pull this together.

We did have a choice to do any topic or subject for our TV advert, as it is


our FMP, so we went with an idea that we all have an interest in and in
contact with. We thought it would be a good idea to do as it will not only
be helpful for us but also for the main company were advertising for. we
will be promoting their food they provide and sell. We will show how the
Subway is, with friendly staffs, good customer service and a place where
memories are made. the main content of the advert is a place where
memories are made with food. Subway is not only just a restaurant but its
also a place where sparks happen.

As we have to produce 3 adverts that link together, such as series of


adverts, the total length of our advert will be max 3 mins. So, each of our
advert will be from 30sec to 1min long. This is because we want to show
the product they sell, what the place looks like, what is provided from
staffs, the service and also the environment of SW.
It will start off with our first advert introduce the main characters going
into the shop, purchasing a meal for themselves, having the camera from
her perceptive, showing what she sees in SW. she struggles on what to
buy from Subway, she looks at other people to see what they purchase.
When it comes to buying her meal, she drops her subway card. When the
guy goes down to pick it up, as he got back she then disappears, that will
be the end of our first one. The audience automaticity has an idea what is
going to happen next and that there is a story behind it. In the 2nd advert
we will have both of characters shown, discussing what they both what to
buy and what they both have in common. They say the same thing at the
same time and then when it comes to paying their meal, the guy gives
back the subway card. That will be the end of the 2nd advert. Then our
final 3rd advert will show both of the characters but a family is involved,
this will show the target audience for Subway. Having relationships
involved in our advert will show the audience, who Subway is aimed at,
what promotions they have and what product and services they sell.

The time they will be shown on TV will be 6:45pm. Wednesday and


Saturday will be the days of our advert will be shown. We have decided to
show of first advert for twice week for 2 weeks. This is so the audience
recognize the advert well and remember when the next one comes in
after 2 weeks. Then the next advert will come in after 2 weeks and be
played twice a week at the same time. This is so the audience will
remember the other advert, as it was played at the same time. Then the
final advert will be played again the same time. This is so it flows nicely
and will be easy to remember. our advert will be placed on ITV, as it is
friendly, family aimed and reliable channel. We have worked out the cost,
total cost will come to 774,480.

The advertising structure we are going to use will be realist narrative and
series. This is because we decided to have a storyline in our advert. a
storyline that is realistic and appeals to our audience. In our advert, we
will be having 2 main characters, male and female. Then in our final
advert we will show a family. This is to show brand target audience. By
including both genders and a family involved in the advert shows the
audience what SW is aimed at. It will make the audience want to go with
their family or by themselves.

The style of our advert will be humours. This is because in our final advert
it will show that the guy she likes is not the one for, as it he gay and has a
family of his own. This will be a funny side in our advert.

We are going to use lifestyle appeal on our advert. because in our advert
we will be having actor and extras in a family. This will show that subway
is a place to go with familys. This is our purpose of the advert is to
persuade the audience to go to subway with familys and enjoy the
atmosphere they have in the subway environment. Brand Identity is
another technique of persuasion were going to use. We are advertising
subway by promoting the food they sell and they service they have. This
is so the audience can see what subway to as a business.

The camera shots- the camera angles were mostly going to use is mid
shot and wide shots. The reason why were using mid shots is because the
shot shows the characters expressions of the food there receiving back.
Wide shot to show the audience the location and environment around. We
will also use close up shots to show the audience actors face and body
language. This is to generate interest.

The lighting of our advert will be done in natural lighting. This is because
we are filming indoors. It makes it more realistic for the audience to
watch. Filming in a dark lighting will change the atmosphere, making it
look evil and dull. And thats not what we want. We are trying to make it
look fun, friendly place to eat and purchase lunch from.

We have decided not to have any dialogue or sound coming from our
actors. This is because most of the fast food adverts have a lot of dialogue
and we want to be different and have no dialogue just sound tracks and
effects. This makes it easier for us and also for our audience, as they dont
need to think about the dialogue being said. Adding in dialogue from the
actors it takes attention off the product were advertising. It looks more
professional by just having music added in the background. For us music
and sound is important to be added in our advert as it changes the mood
and views of the audience.

We have decided not to add any special effects, as we want to make it


look realistic and possible. By using special effects in our advert makes it
look fake and it will mislead the audience as well.

The advert will show how to use the product and what the product does to
the actors. How it captures special moments and makes them happy. This
will make the audience purchase the product even more because it gives
them an idea on how they could use the go pro to capture special
moments.

Target audience

Demographically we thought to aim our film at the younger generations


and families, as they are busier and have the money to buy food from
different places. We thought aiming at C2DE and ABC1s as Subway is
aimed at anyone but mainly to familys.
Examples

We have looked at other restaurant adverts on YouTube and also the ones
that are banned. This is so we dont cover the same mistakes they have
done. We made sure that we aim the advert to everyone is a suitable
manner. This is so no one gets
offended. For our first advert, we
thought to use the same concept from
the original subway advert, that was played
in UK. This is when the guy is
struggling to buy a sandwich for
himself. We thought to use the same
kind of concept but towards the end
give a storyline that will link
into our other 2 adverts.

Cap codes

The cap codes we have looked out that we may need to consider are:

13.3 where advert must not condone or encourage excessive consumption


of any food.

13.4 only nutrition claims listed in the updated Annex of the EU regulation
are permitted in adverts.

13.4.1 making sure the nutrition claims must comply with the criteria in
the EU. They must make sure they do not mix or make anything up about
the nutrition in the advert.

13.4.2

Advertisements that contain nutrition or health claims must be supported


by documentary evidence to show they meet the conditions of use
associated with the relevant claim, as specified in the EU Register.
Advertisements must not give a misleading impression of the nutrition or
health benefits of the product as a whole and factual nutrition statements
should not imply a nutrition or health claim that cannot be supported.
Claims must be presented clearly and without exaggeration

13.4.3

References to general benefits of a nutrient or food for overall good health


or health-related well-being are acceptable only if accompanied by a
specific authorized health claim

13.4.4
Claims of a nutrition or health benefit that gives rise to doubt the safety or
nutritional adequacy of another product are unacceptable.

13.9.1

Advertisements featuring a promotional offer linked to a food product of


interest to children must avoid creating a sense of urgency or encouraging
the purchase of an excessive quantity for irresponsible consumption

13.9.2

Advertisements must not seem to encourage children to eat or drink a


product only to take advantage of a promotional offer: the product should
be offered on its merits, with the offer as an added incentive.
Advertisements featuring a promotional offer should ensure a significant
presence for the product

13.9.3

Advertisements for collection-based promotions must not seem to urge


children or their parents to buy excessive quantities of food. They must
not directly encourage children only to collect promotional items,
emphasize the number of items to be collected or create a sense of
urgency. If a promotional offer can also be bought, that must be made
clear. Closing dates for collection-based promotions must enable the
whole set to be collected without having to buy excessive or irresponsible
quantities of the product in a short time

13.9.4

Advertisements must not encourage children to eat more than they


otherwise would.

The notion of excessive or irresponsible consumption relates to the


frequency of consumption as well as the amount consumed.

Resources needed

We have asked permission at a subway store if we can film in there. We


manged to get hold of the owners and get permission to film in the store.
With the actors will we need 2 males actors, a female actor and a child
actor. We will also need extras to be in our advert to make the location
look busier. We would also need extras to be in the background. This is to
show how busy the business is. This is to make it look realist. We have got
extras and they will be our family members.

Feasibility
We have the confidence to produce the advert. as we are prepared and
planned for what we have decided to do. We have enough money to buy
sandwiches, travel and location for our actors. We are able to get access
off the location, to film, as Kyla is a staff member at subway. Also, college
provides us for equipments so dont need to get our own equipment. With
college, it is more reliable and handy, as we have used their equipments
before

Schedule

As we are busier during weekends we will have to film our footage all on
SDS lessons. So, we will have Tuesday afternoons off, whole of Wednesday
and Friday afternoons off. We have plenty of spaces to film in the
weekdays. During the weekends, we will all complete paperwork for our
folders.
Budget required (industry)
Budget wise we will only be spending on travel and food. As the location is
free to film in and the equipment we will use it from college and that will
be for free.

Research results

On our recent primary research, we have asked range of people to say


how they feel about Tv adverts, and what they look out for in Tv advert.
we wanted to see how many people actually like watching Tv adverts. This
is so we feel confident with our idea. More than a half of the people, who
filled out our survey have said Tv adverts are usually entertaining. They
also said they like funny adverts as it is interesting to watch. People like
the idea of a humours advert. its catchy and simple to understand and the
structure of the advert should be realist narrative, as most audience like a
storyline to be involved in adverts.

Conclusion

Though all the research we have gathered, resources we have and permission we
have gained, we believe this is a valuable idea, that is unique for our target
audience. We hope you enjoy our final product.

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