Dove Advert Rebranding - Evaluation

TV Advert: Dove Rebrand

In this assignment, we were tasked with successfully regrading and creating a brand new advert for our chosen brand, which was Dove. I believe that our advert met the topic brief efficiently, while also allowing room for a brand new target audience for our chosen brand. We chose to target teenagers, specifically male teenagers as Dove does not seem to be branded towards them. In our advert, we used male teenagers who do typical things which we believe the target audience would do, for example, play games.

The filming process was very tedious and had a couple of issues which we face
d throughout the process. An example of this is the outdoor filming that we had to do. The issue was the different timescales that we had to film in, and at the time the weather was fluctuating from snow, rain and sunshine. This meant we had to cut the amount of footage we had outdoors and instead, replace it with indoor footage, which was not our original plan. Another issue was the costumes we wore. As we were filming on different days, sometimes the group forgot to bring in the exact same items of clothing they were wearing before, therefore this set filming back even more as we could not film the scenes we wanted to at that particular time.

Despite these setbacks, we still produced a finished product well within the timescale provided. We used a lot of camera techniques such as POV shots and high/low angle shots. Even though these shots were particularly effective, they were a hassle to film. The shots looked shaky and unprofessional, so to overcome this, we used post production techniques in editing to get a clearer image, this technique is called stabilizing. For continuity, we made sure to always watch back the clips so we could start the next clip at the exact same position it was left at before. There were a couple of continuity errors which we had to go back to fix, but this caused no problem and ensured that the quality of our advert was at the highest level possible.

The music we used in the advert worked quite well and went alongside the TV advert. I feel like the use of music really added towards the feel of the advert and helped promote the kind of idea we went with. I do feel however, that the music could have been changed to something more slower as Dove is not exactly a intense brand and the music could have been portrayed more lighter to promote this. While on the topic of sounds, we did not include any sound from the footage recorded as we felt most of it was background noise and unnecessary. We did contemplate the idea of adding in SFX for the clips, but there was not enough 'kickers' to add the sound effects in for.

We tried to keep the style of the scenes continuous throughout, this being a light tone, while being not too dark and not too light. This is because the advert is meant to promote something good, so having these light tones helps engage the audience. If we were to have darker and more dull tones in the clip, it would not give across the same message.

Our film does follow the guidelines to the BCAP code as it only promotes fun and energetic vibes from teenagers and we are not trying to enforce any bad behavior. It's also a common fact that people who play video games sweat quite badly, and with current stereotypes, these people dont usually have a lot of friends due to their 'poor hygiene', so using the product to help you smell better will hopefully give you a chance at becoming higher in the social hierarchy, even though I do feel this is a bit wrong. The idea of the film to promote people coming closer together can be seen as a small breach of the BCAP code, but if we look at adverts such as Lynx, it becomes clear that we have not breached the code. This does in-fact mean our advert is suitable for viewing and clear to be aired on TV.

Other than a few set backs, I do feel like the product is ready to be viewed and is suitable for the brief we were set. If I was to attempt this again, I would most definitely spend more time on the editing and get the filming done much quicker. The filming took a huge amount of time and was not fair on us as we only had a strict time slot to do this in. I would have also liked to film a couple of extra shots as the continuity and flow did not feel completely there in all of the shots. I was mostly involved within the acting and some pre-production paperwork handling. The group did work together well and I would like to work with Callum and Kieron again. Overall, the advert is good, but I do feel we could have done this to a much higher standard than the work we submitted.

Audience Feedback

For our audience research, we asked people to look at our advert and we got results based off them. The majority of people said they liked it, taken from a group of around 7 people, but we do have a couple of quotes from the people that we asked.

Beth: "I really enjoyed how the advert flowed and the music that went with it. The overall idea of it was good and it made me laugh a little bit. The advert did promote the deodorant of Dove, but it did seem a little bit indie and not professional. There was also a few shaky shots and out of focus moments, but overall it did good."

Kayleigh: "The advert was not too bad. It had a couple of good moments and nice shots but the music needed room for improvements as it did not fit the advert at all."

Matty: "I didn't really like how the advert flowed and came together. It all seemed like a jumble and a bit of a mess. I did like the shots but I feel like they could have been pieced together so much better."

From our audience feedback, I can safely say that there is definitely some parts to improve on, such as the music, continuity and overall piecing of the shots, but with that in mind, it seems that there is a lot of places to improve on.