Evaluation of PowerAde advert

Once I had finally completed my PowerAde adevertisement, I was very

releaved. The edit was finished and the paperwork was complete. I was
happy with my finished product, however I believe with more time, I could
have made it much better. On the Other hand, an advert is not successful
if only one person find it useful. A truly useful and effective advert can
captivate many not few. No matter how much reseach is completed, an
advert can still fail. I carried out research into how my audience felt about
the advert, publicised it on social networking sites and gained coinclusions
from this research.

Firstly, I am going to evaluate my finished product. My preproduction

paperwork, idea and planning, I believe was very indepth, I conducted a
lot research into previous powerade advert and read Coca Cola’s
marketing plan for 2010 to 2011, this gave me the information I needed to
conduct an appropriate idea that should target the appropriate target
audiences for powerade.

However, I deducted from the marketing that powerade where trying to

attract more casual athletes to the brand to widen there audience. This is
where my idea stemmed from, I decided to incorporate more casual
exercise, or what is considered more casual than the body builders and
regular gym goers PowerAde generally targets. The casual athlectic I
chose to establish, was football, jogging and ballet (dancing). The actual
idea was fairly abstract, I did this on purpose as I believe to much meaing
behind the advert could destroy the audience interpretation, and I wanted
the advert to be polysemic and applicable to everyone. In order not to
discriminate against the female target audience I decided to use a female
dancer, this again was part of CocaCola’s marketing plan, to advertise
mpore to female athletes, therefore furthering my extensive research and
the usefulness of my research.

In terms of the production itself, I believe the shoot went well on the
actual day. I held a half hour production meeting, pre production
beginning. I gave a detailed synopsis of the idea and briefed my cast and
crew about how its going to be filmed. To avoid any unwanted personell. I
chose to take out one actor and one other crew memner out on each
section of my shoot which I split into three sections. Ballet sequence,
Jogging Sequence, and Football sequence. I chose the appropriate crew to
take out on each shoot. On the ballet sequences as I needed complex
camera angles, I chose Conor Law as my crew member on this shoot to
advise on camera angles, as he, himself is cinematic in term of camera
use. For the jogging sequence I took Ben, a lighting and sound specialist
in his own right, for this sequence I wished to capture the light shining of
jays face in a cinematic fashion, for this reashing Ben Johson was my DOP.
For the final sequence I took Conor and Steven GOssan, Steven was the
choreographer of the football scene and I made it his task to make it look
as natural as possible and conor again for organization. The talent I used
all said my shoot was very organized and my direction skills where great. I
believe that my time management was very good as I completeted an
hour under the time limit.

After the production, I posted it on my social networking site profile and

on y9outube, so far it has had 200 views, and numerous comments have
been made saying “that’s really awesome”, and “it sho9uld be on tele”.
My talent have watched it and said they are very proud to have starred in
it, and my collegue, who watched it grow from rushes to a finished
product said it looked very professional. I have only had the one piece of
creative critism, and that was about the jogging sequence. The lighting
where I filmed this sequence was ver shadowed and it was very difficult in
the edit to apply an appropriate effect or color correction to correct this; in
the end, I applied a glow effect and tune up the brightness to 17 and it
seemed much more vibrant and bright then it did previously. Aftert this
was fixed the critism was revoked. The crew that helped in the production
have stated that it looks professional and that it fits with powerades
image. In my opinion, it fits with the appropriate target audience.

Fitness of purpose, I believe my advert was adquitely fitted for the

purpose of the advert and of the brand, the bvrand is know for bveing
associated with sports, removing that tie would be pointless. Therefore
changing the target audience would most likely be detrimental to the
brahnd itself. Fitting to the fashion of powerades previous adverts meand
that the poepl I showed it to who know off the previous adverts know what
powerade normally aim for in the advert and agree that it is fit for
powerade and purpose.

As previously said, the advert itself I wanted to be open for

interpretation and not have a truly forced meaning behind it. However, I
believe it communicated the fact that powerade is for everyone and that
powerade will help you perform better with the slogan, release your
talent. On the other hand, I think the lack of any specific meaning or a
voice over does make the impress and effect of the adverts persuasion
lesser. Similarly, I believe the appropriate ness to the audience is made
vague by the vague communication, due tro the fact the actors in the
advert look young would make a younger audience associate with drink.
However, the use of ballet, make an older audience be able to be
enterrained and possibly buy into the product. Also, the release of the
ballet film’Black Swan’ has spark a new enthusiasm for ballet, therefore
people who saw that movie might be influenced by the advert.

My original inmtention was to make a cinematic advert for Powerade, I

hoped to use a ballet studio to record the sound of the ballet dancers
footsteps to give a nice
effect. However that location
was not available. Therefore
I decided to make it more
urban and filmed it outside.
Th football seen, I ho[ped
would be more
realistic,however the only
field I could find had trye
marks on it. The only scene
where the location was
perfect was the jogging
scene. Even though I was not
allowed to use lighting I believe that the lighting work perfectly on that
day, in the football scene I believe the talent was bveatifukky illuminated.
I am happy with the final product, however, if I had more time editing I
believ that I could have made it better. I believe the techniques I used the
close up, the filming of shadows, and the out of focus shots, emphasize
the point of the ambience and environment. I believe blurryness helps
add to the abstract and polysemic aspect of the advert.

In terms of technical content, I bveliev that the adbvert makes use of

many different technical aspects. I used many different camera angles
and shot types to suffiecent effect. For example, the shot below show a
high angle close up that I used in the football scene, I believe it creates
the feeling of someone being syuperior in drinking powerade in terms of
athleteic ststauture. Also, the complimentary use of lighting in this shot
can be noted, to get the full affect of the brilliant sunlight, I make him
stand towards the sun, so that it illuminated his face nicely. In terms of
aesthetic effects, it looks verty bright and very dynamic, the motion blur
on the dancer creates the dream like feel and the out of focu shot of david
and steven running with ball adds to the symbolic, quickness of the advert
and give it pace.

In conclusion, my advert, in my opininon was successful, it provided an

effective medium for the brand to be promoted on. It emphasized the
point of Powerade being for athletes while including a wider audience of
people, it also wmpahsizes the fact that it is for casual athletes aswell as
serious Olympian athletes. It is comprised of numerous techiniques and
aesthetically emphasizing shots like the high angle, close ups and bright
lighting.