M&S
I have chosen to look at creating an advert based around food, specifically colourful food and drinks and ones that are related to the Summer season to form a positive type of advert. I am also interested in perhaps relating my second advert to the Christmas season and have foods related to this holiday be shot in attractive and interesting styles. M&S are a company who create extremely appetising and appealing food adverts for their food and drinks section of their stores. They base their adverts around certain seasons and holidays in the year, filming close ups of the food and drinks that this store sells. No packaging is involved in their shots, instead the actual product is filmed, for example, chocolate bunnies out of their tin foil packaging, meat being cooked, kebabs being BBQ'ed and cake being cut etc. These foods are all filmed against a black background, each one having a quick part to play in the advert (2 seconds maximum) allowing the combination of dinner and dessert delicacies to build up an appetite in their audience, slowly yet satisfyingly. Because of the indulgent and attractive fast paced footage of M&S food, it can be suggested that the target audience for these types of adverts are the older generation. A 10 year old or 15 year old isn't going to go to M&S and buy a steak from seeing it be advertised on the TV. Parents are more likely to perhaps be inspired for dinner and dessert ideas through these appealing adverts. Or, they could attract the older generation who fancy throwing a dinner party for their friends, and those who like to enjoy the finer things in life, as M&S's food most certainly comes under the "fine" category from how it is portrayed in these "adventures in imagination" ads.
The types of dinner style food that these adverts display is pulled pork, black bean and chipotle tacos, and chilli verde with coriander rice. It also focuses on a collection of high-end cuts from the butcher's counter to display fresh sourcing, including Presa pork steaks from Gloucester Old Spots pigs and steaks aged in salt-brick chambers. Even the descriptions of these foods convey how they are targeted at an older audience who are interested in and care about certain flavours, seasoning and sides unlike a child/young teenager interested in chicken nuggets or a simple pasta dish for example; or the ever so famous McDonalds.
M&S very first "Adventures in Imagination" advert currently has over 2.5 million views on their YouTube channel. This is a broad advert, not specialising in any type of season or holiday, instead just simply advertising the types of indulgent foods that M&S sell. It was clearly a very highly anticipated advert that did not fail in attracting an audience for the release of this new theme for their adverts.
Nathan Ansell, M&S head of brand for food, says:
- "We looked at what out customers value about M&S food. They think of us as a food hall rather than a supermarket, get excited when they see new products, and think of buying our products as something special. Buying them is an adventure for our customers - and that was what we wanted the ad to represent. The idea is that it's the food that is the hero in these ads, so we wanted to show all those textures, colours, flavours and smells; even if it's just a potato, it's going to be a great potato! We wanted to show the astonishing passion, creativity and expertise that M&S has for its food - as well as create something that people actually want to watch".
A younger audience would not pay much interest to the attention of detail that has evidently gone into these adverts, whereas an older audience would because most of the older generation cook for themselves, their children, or their friends and other family relatives, and would probably find it refreshing to watch an inspirational advert that could benefit their dinner time in comparison to sugar coated annoying bill, gas and money adverts taking over their TV's on a day to day basis.
Innocent
The innocent smoothie adverts are a little less complex in comparison to the M&S ones. They are created through moving image, which is a sequence of consecutive photographic images projected onto a screen in such rapid succession as to give the illusion of movement. The adverts are always filmed outside in the sunlight to emphasise their fresh taste. The fruits in the adverts are also involved often with the packaging to convey to the audience what is included in the ingredients of these products; which seems to be nothing but a beautiful combination of tasty fruits. The target audience for this brand would most certainly be children, as many of the titles for the adverts on YouTube include "for kids" which immediately conveys their main target audience, or those who can buy the product for the children (parents/guardians).
Teenagers and parents, maybe even ordinary adults who would like to simply make it easier to get part of their five a day, could also be included in part of Innocent's target audience. They would be younger than M&S's target audience because there is less complicated fast paced shots involved in the commercial. Furthermore, the advert is a lot more child friendly with all of it's bright colours and simplistic advertising techniques; moving image, sound effects and pop up illustrations. I have documented the sequence of the illustrations below, which has a popping sound effect to match each ones sudden appearance on the screen.
Having the theme of the five-a-day featured in this advert would most certainly encourage a parent to immediately buy this product and give it to their child, as it is always a struggle to get your children to 'eat their greens' so by giving them a tasty smoothie they are already close to having their full five-a-day, sometimes without even knowing it.
Drinking a smoothie is a very quick and simplistic way to consume part of your five-a-day without the hassle of peeling an orange, spending 10 minutes eating an apple or picking the heads off of strawberries etc. This could mean that the product has the potential to attract young adults as well as young children, those who are in a rush to college/university and missed breakfast; Innocent smoothies could be there saviour in the mornings. Even though the style of their adverts are childish, their message is never clouded by any unnecessary additives in the advert. Sometimes simplicity is best.
These two adverts, M&S and Innocent, are ones that have inspired me the most to make an advert myself for this unit. By me dedicating a lot of my advert time to attractive, artistic and stylish close ups of food in a similar way to M&S's, it seems that I would be attracting an audience from the ages of 20 years old and over. However, I want my adverts to appeal to a wider variety of audience. After doing some research, I have come to the conclusion that I could create an advert like M&S's, but with less sophisticated food, for example, I have already decided that I will base one of my adverts around summer, so ice creams, cupcakes, fresh drinks, ice cubes and fresh fruits are all summer related refreshments that could easily be appealing to children, teenagers AND adults. To add that extra little child friendly element in the advert, I may conclude it with an illustration that reads the slogan out to the viewer. By applying elements from the M&S adverts and elements from the Innocent adverts in my adverts, would mean that my target audience wouldn't have to be specific, but open to a variety of viewers who are interested in eating tasty food balanced with a healthy diet "this Summer".
Moreover, I am also extremely interested in the technique moving image that Innocent uses, so this could be included in my second advert that I may base around Christmas food where I bake a cake and add candy canes to the top or mix it up with filming the process of a cake along with having shots like the M&S ones slotted in between each filmed process for example. Cute little Christmas cupcakes with toppings that look like a Christmas tree would be the types of treats that would appeal to children. Unique baking ideas would be the type of treats in the advert that would attract anyone going to a Christmas party, family party or Christmas dinner. Because this season is an all round attraction for everyone of any age, it means that I could really go to town with this advert through attracting a variety of viewers.
The innocent smoothie adverts are a little less complex in comparison to the M&S ones. They are created through moving image, which is a sequence of consecutive photographic images projected onto a screen in such rapid succession as to give the illusion of movement. The adverts are always filmed outside in the sunlight to emphasise their fresh taste. The fruits in the adverts are also involved often with the packaging to convey to the audience what is included in the ingredients of these products; which seems to be nothing but a beautiful combination of tasty fruits. The target audience for this brand would most certainly be children, as many of the titles for the adverts on YouTube include "for kids" which immediately conveys their main target audience, or those who can buy the product for the children (parents/guardians).
Teenagers and parents, maybe even ordinary adults who would like to simply make it easier to get part of their five a day, could also be included in part of Innocent's target audience. They would be younger than M&S's target audience because there is less complicated fast paced shots involved in the commercial. Furthermore, the advert is a lot more child friendly with all of it's bright colours and simplistic advertising techniques; moving image, sound effects and pop up illustrations. I have documented the sequence of the illustrations below, which has a popping sound effect to match each ones sudden appearance on the screen.
Having the theme of the five-a-day featured in this advert would most certainly encourage a parent to immediately buy this product and give it to their child, as it is always a struggle to get your children to 'eat their greens' so by giving them a tasty smoothie they are already close to having their full five-a-day, sometimes without even knowing it.
Drinking a smoothie is a very quick and simplistic way to consume part of your five-a-day without the hassle of peeling an orange, spending 10 minutes eating an apple or picking the heads off of strawberries etc. This could mean that the product has the potential to attract young adults as well as young children, those who are in a rush to college/university and missed breakfast; Innocent smoothies could be there saviour in the mornings. Even though the style of their adverts are childish, their message is never clouded by any unnecessary additives in the advert. Sometimes simplicity is best.
These two adverts, M&S and Innocent, are ones that have inspired me the most to make an advert myself for this unit. By me dedicating a lot of my advert time to attractive, artistic and stylish close ups of food in a similar way to M&S's, it seems that I would be attracting an audience from the ages of 20 years old and over. However, I want my adverts to appeal to a wider variety of audience. After doing some research, I have come to the conclusion that I could create an advert like M&S's, but with less sophisticated food, for example, I have already decided that I will base one of my adverts around summer, so ice creams, cupcakes, fresh drinks, ice cubes and fresh fruits are all summer related refreshments that could easily be appealing to children, teenagers AND adults. To add that extra little child friendly element in the advert, I may conclude it with an illustration that reads the slogan out to the viewer. By applying elements from the M&S adverts and elements from the Innocent adverts in my adverts, would mean that my target audience wouldn't have to be specific, but open to a variety of viewers who are interested in eating tasty food balanced with a healthy diet "this Summer".
Moreover, I am also extremely interested in the technique moving image that Innocent uses, so this could be included in my second advert that I may base around Christmas food where I bake a cake and add candy canes to the top or mix it up with filming the process of a cake along with having shots like the M&S ones slotted in between each filmed process for example. Cute little Christmas cupcakes with toppings that look like a Christmas tree would be the types of treats that would appeal to children. Unique baking ideas would be the type of treats in the advert that would attract anyone going to a Christmas party, family party or Christmas dinner. Because this season is an all round attraction for everyone of any age, it means that I could really go to town with this advert through attracting a variety of viewers.
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