TV advertising steps - Daikin Case

8/12/2019 TV advertising steps - Daikin Case

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About Daikin Japanese air conditioner manufacturer daikin: launched in the year

2003 with the aim of gaining 15% market share.

Existing scenario: Rs 20 bn air conditioning market had more than 20heavyweight brands along with the unorganized sector with 25%market share.

Rediffusion DY&R agency: Rs 35 mn given as budget which targeted themature end of the market with the proposition of complete silence to

signify the technology of brand.

End result: ranked number 1 in terms of value and captured 50% ofpremium split market.


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Process for making an ad film

1 Review the creative brief

2 Think pictures

3 Use narrative

4 Write a script

5 Prepare a storyboard

6 Get the commercial produced


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Review thecreative brief

Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard

Get thecommercialproduced

To understand the communication background and objective of thetelevision campaign.

Attention to be paid to the big or central message.

Daikin exaggerated the concept of pin drop silence to convey the messagethat daikin works silently..


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Advertisers need to think in terms of images to tell a story and usewords as a consequence of these images.

Daikin: depicted the big idea that sounds made by insects, ants orhouseflies are also audible when its daikin silence.


Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard



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Take the visuals forward and write a scenario that completes the storyand takes it to a logical conclusion.

Daikin: Ad 1: two men taking a snooze on a couch.

Ad 2: lady looking herself in the mirror.

Ad 3: woman browsing through magazine in a dimly lit room


Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard



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Blueprint comprising of dialogues, sounds, acting instructions andvisual shots for a film or commercial.

Standard nomenclature for script writing: Name of brand, length and name of commercial on top left corner. Divided into 2 sections: left we have video instructions or comments

written and right we have audio instructions written. Customary abbreviations are used( SFX,VO)

Script is brief and pays attention to what audience sees than what ithears.

Opening shot should grab attention of audience and closing shotshould reinforce the main idea and product should be featured nearthe final shot.


Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard



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Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard



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G h


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Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard


G h


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Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard



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No of scenes ands shots

No of scenes in a commercial determine its speed

Usually there are 4 to 6 scenes in an average 30 second paced commercial

Daikin spider ad had only one primary scene

Setting

Could be a constructed studio set or some real location Used to set the mood and commercial of the commercial

Monochromatic setting in Daikin spider ad encourages people to dose offand keeps their attention focussed on the ad

Length

Slots are usually for 10, 15, 30 and 60 secs Usually are 30 secs in length and are shot in way that after some time they

could be tailored to 10 to 15 secs

Casting

Could be on-camera or off-camera talent

On-camera characters, spokesperson and on-screen announcers Off-screen off-screen announcers and characters


Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard


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Costumes and make-up

Costumes depict personality of characters, their culture, the weather ortime of the year

Makeup could depict skin problems, glowing skin, grey hair or silky hair

Props

Product props package from various angles, logo, enlarged size, peopleusing it

Support props help setting the scene or furthering the story

Art decisions

Dominant colour scheme, design of the objects used, the flow of actionacross scenes, graphic elements like super and logo, etc

Lighting Usually falls under the directors domain

Certain special instructions might be specified in the script if they arenecessary for the story

Pacing

Pacing is how slow or fast an ad is


Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard


G h


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Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard


Camera shots, moves and transitions


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G t th


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Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard



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Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard



G t th


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Post production work/ Editing

Compilation editing Various unrelated shots at different places are placed together Story is narrated by voicing it over action

Continuity editing Various shots are related to one another and take the story forward No narrator is required

Crosscutting The camera cuts from one action to another in an alternating

fashion to show some relationship between them


Thinkpictures

Usenarrative

Write ascript

Prepare astoryboard


TV advertising steps - Daikin Case

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