Ideas 1

Brainstorming
Idea 1
Lucozade Sport
Advert
Sport motivational advert based around running
Song to do with running
In my personal belief I think this is the best idea that I could do as I feel it gives
me potential to create a product which express lots of qualities, as well as
allowing me to use a lot of technical qualities within filming and editing to create
the best product that I can.

Idea 2
Music video
Theme O
Dance video
Have a single person dancing turn into a group of people dancing
I think that this could be a good idea if it is done well and at a high standard,
meaning I would have to put a lot of effort into aspects of the media product
such as organising people together and setting up locations appropriately.
From the survey, I have a clear winning idea in the advert. People have
commented on how they think that my advert idea has a lot more potential that
the music. People said that the advert idea has many ways to film it in a
technically and aesthetically pleasing way. This is also the idea, which I wanted
to do for various reasons. The main being that sport is something, which I am
passionate about, and that I believe the Lucozade advert has more potential to
show off both aesthetic and technical qualities that possess. The music video
advert I believe would have also cause me more problems in terms of organising
big groups of people together and co-coordinating them together to create a
successful and effective media product. So overall, I think I can confidently say
that choosing the advert is the correct decision when considering all the
variables in to account, such as people and time management being a lot more
manageable in the advert as I can use on or two people instead of organising
lots of people together and having to choreograph them together.
I have also gained feedback on what could be improved in my idea, the general
feedback that I got was that the advert could be made more complex and should
have more of a narrative. From this, I have managed to develop my idea into an
advert with a much stronger narrative and story, which allows the advert to
engage the audience more as well as allow me to expand in the ways that I can
film the advert.

Brief
For my final major project, I will be creating an advert for Lucozade. Lucozade is
a sport energy drink designed for people who are active and are in to sport. With
this in mind, I will design my advert to be centred on the concept of movement
and physical activity, in specific, running. My advert will concentrate on the story
and struggle of one individual as he goes through the emotions of running. The
idea of my advert will be a lone man who is coming to the end of his run when I
suddenly thinks/see is someone is watching him. A chase ensues and the
character is chased through different terrains. The chase ends when the
character in stop and confronted by who he was being chased by only to find out
that he was being chased by himself. This is the idea of challenging yourself and
competing with yourself. As well as other idea concepts such as the only person,
holding you back is yourself. The advert will then end with the character drinking
the final bit of his Lucozade then sprinting off into the distance.
Possible songs
https://www.youtube.com/watch?v=lmc21V-zBq0
https://www.youtube.com/watch?v=7eZIbmq5Jiw
https://www.youtube.com/watch?v=lPVBrRd9wCo
Competitors
Lucozade is one of, if not the biggest energy drink company. Lucozade does
however have to stay as innovative as possible in order to stay ahead of the
crowd with new drinks and advertisement campaigns.
Lucozade research
Lucozade was originally established as a healthy product in 1927 set out to help
with influenza and colds. However, it soon developed into more of a leisure drink
until 1983 where it was rebranded from a normal social drink in a glass, to an
energy drink in bottles in 1983. Lucozade has since swept the world, becoming
the go to energy/sport drink and being available in 117 countries worldwide, and
sold in almost every shop there is. Lucozade is currently so successful that they
hold a 31% market share in the health & sport market segment. Lucozade has
successfully branded itself is the most effective available sports/energy drink and
backed it up with research, such as Loughborough university conducting a study
which has found the when athletes take the drink before and sporting activity
their endurance is improved by 33% when compared to do the sport without the
drink.
Mood board

Target audience
 Similar work - https://www.youtube.com/watch?v=1bQuW5cQs4U

As I am doing an advert of an existing product (Lucozade Sport) I can take direct

research from the advert discover the target audinece in whch I should be aiming
my advert at, as it is the same product. I can also look at other features of the
advert to see what worked well and what worked not so well.
Locozade Sport is is clearly aimed at active people as sport is in the name. So
with in mind the advert with Lucozade produce are always aimed around
something to do with being active and gaining motivation.
Age 16 34
Gender Most of the adverts I would have to say are more slanted towards
males with big names such as Anthony Joshua and Daley Thomson starring and
being at the focal point. However the adverts are more there to motivate
whoever, may you be male or female.
The Anthony Joshua is a Lucozade advert that is set out to motivate a more
specific group of people, this being younger males who are looking for some
sporting inspiration. The advert also aims at a certain demographic as well by
showing different events in Anthonys life. This apealls to the lower socio
demographics such as C2, D and E. With all the audience variables taken into
acount I need to think about the different aspect that will go into making my
advert apealing to my audinece. For example the song that I am going to use in
Run boy Run which I believe fits my adverty perfectly
 Competitors
Powerade is a direct competitor to Lucozade in the market and even though they
may not be as big and successful they still oppose a threat.
https://www.youtube.com/watch?v=VXgfaIMGlVk

This advert is very simular to the lucozade one as it follows the story of a boy as
he becomes a boxer. This advert put more time into building up a charcter in the
advert to make him have a story. This has to be done as the Powerade advert
doesnt have a star at the focal point which everyone knows and loves. Both
advert use the idea of the drink they are advertising being the inspiration and
drive behind what the characters in the adverts are doing.

Gatorade is another direct competitor to Lucozade and they are tyring to sell
their drink as the best energy drink to enhance performance.
https://www.youtube.com/watch?
v=Vhxa5BMfrks
Gadorade uses an advert with a famous
basketball star in Paul George drinking the
Gatorade drink before he plays, then when
he starts playing he is the best. This is
shown as him playing well as a direct
concerquence of drinking the drink.
 Mock up
Production will all be shot in a dim light ranging from
around 8pm-11pm to show the progression of running.

Opening scene of Character drinks Lucozade. Character hears

Character out of breath something thinks
after a run. something is watching
him

Character start to run

Character and that it is
realises
song starts. Feels that he is Character runs of into
himself Chasing himself
being chased by something. the distance with an
Character is looking at
empty Lucozade bottle
himself
left on the floor.
 Broadcasting
My final product will be a high end commercial with the aim to motivate and
drive people forward. With this in mind I will have to broadcast the advert at the
right times on the right programmes. Channels, which I would be looking to
broadcast the advert on, would be channels such as Sky sports 1, 2, 3 as well as
BT sport 1 and 2. These channel would be the best channels to have my adverts
on as they are channels which are centred on all types of sport, so obviously this
would be the most appropriate channels for my channel to be aired on as the
people watching sport and fit in with who I am aiming my advert at.
 Audience figures
DCMS (Department for Culture Media & Sport) is a regulatory board that covers
the audience viewing figures in different areas of advertisement. In these
statistics it looks at the GVA (Gross value added) in the specific creative industry
of advertising so I can use this to work out how my advert will compare with
other adverts. These figures also help me to understand the scope of people I
can broadcast my advert to.
 Location Reece

RG41 1PW
Oxfordshire road
Wokingham
Nearest train station: Wokingham station
Nearest bus stop: Emmbrook bus stop

Market
The market of advertising sports drinks that encourage activity and sport I
believe is always open to more adverts which follow this ethos. Lucozade as a
company is always looking at how they can stay ahead of their competitors in all
areas. The best way of them doing this is staying ahead in advertising by
releasing new adverts regularly which stay fresh and initiative. With the rise of
sports every growing in the UK it seems that there will be no end to creating new
advertisement campaigns to inspire people across the nation. I think my advert
will be effective in the current market of advertising as most of the current
adverts are centred on a specific sport, where as in mine even though it will be
centred around running the main message of the story is competing and
improving against yourself and becoming the best that you can. I think adverts
that have an inspirational message are always bound to be a success as people
can often watch the adverts and want to do what the advert is inspiring e.g.
going for a run.

Legislation
In my advert I will have to ensure that I do not offend any race, gender and
religion. I will doing this by ensuring that I do not have any content which could
be seen as offensive. I will also have to make sure that the song that I use in my
advert is not copyright and I have permission to use it fairly. Others issues which
could arise is filming in locations where I do not have the permission to film,
however all the current location I have organised to film in are public areas, so
this should not be a problem.

Health and safety

Production schedule