Treatment

Treatment

Three bottles in a race trying to decide which one has the most energy

A race is being staged in an Olympic style stadium, where three drinks compete to see who has the most energy. The three drinks are a bottle of water, an energy drink and a bottle of Lucozade energy.

The race starts and the energy drink and bottle of water begin to race, meanwhile the Lucozade energy bottle is just standing still at the start line. After a few seconds the Lucozade bottle races off, over takes the other two drinks and wins the race convincingly. As the Lucozade crosses the line the water bottle falls over and spills out over the track and the energy drink slowly crushes itself to show that it has run out of energy.

There is then a medal ceremony where the Lucozade energy bottle collects a gold medal, showing that it has the most energy and that it is the superior drink. There is then a slogan that appears saying “Lucozade: Feel The Power”.

During my research I discovered that many of the recent lucozade adverts are heavily based around exercise. Lucozade claims that it is superior in supplying the necessary amount of energy to power an athlete than any other drink on the market. The brand is associated with success, drive and accomplishment.

I am using the idea of energy and success as a key factor in my advert. The fact that my setting is a running track in an Olympic style stadium links in with athletes and sporting achievement.

The concept of my advert is that if you drink Lucozade Sport you will feel the effects of its results by achieving sporting success. This advert will work because my target audience will be inspired by its achievement. The audience will think that Lucozade Sport is the drink that they need to be able to achieve their own targets/ambitions. I will establish this by using a range of different/dynamic camera shots and techniques.

To create more of an effect on a personal level I will be using voice over commentary just like you get in a real track and field event. I will also be animating my characters in such a way as to show human characteristics, such as an out of breath unfit person breathing heavily (water bottle). I will be using a sound effect of a crowd cheering to create a sporting atmosphere throughout the advert. To create more emotion in my characters I will be using graphics to show their names, like it would be done on a televised event. I will also be using a slogan at the end of the advert using on screen text.

The target audience I am going for is 14 – 35 year olds who are mainly involved with sporting activities and exercise. This advert will appeal to them because a lot of people aspire to be in the Olympics or just to be able to achieve their goals. My  advert will appeal to my target audiences sense of accomplishment, drive and striving for success.