Break down the brief
The company Steel CiTEA wants to raise brand awareness with the 18-24 age demographic. This means the ad needs to be aimed at this group by appealing to them with the use of language, tone and cultural references. However it is also important that the ad won’t alienate the core consumers who are 30+. The creative style they want is young, cool, on trend and urban. They want to give the message that tea is a drink for young people and that it can be professional whilst being cool. The company was made by two young people in Sheffield who wanted to bring tea into the 21st century, they are proud of Northerners and want the ad to show this. The ad needs to be fun, catch people’s attention and be relatable for young people so that they are drawn to the ad, so will be more likely to pay attention to the ad so will be likely to buy the tea. By having something in the ad that is relatable to young people, it makes the ad more personal and more meaningful to the audience. This will improve the effect of the ad by making people feel more understood which will make them more likely to switch brands of tea. Key words that will help me with the brading are: on trend, works hard. Young, eager and cool. Inner city, urban, Sheffield roots, Northern
Moodboard
Questionnaire
This shows that the most popular tea brand for people aged 18-24 is Yorkshire Tea, with 81.8% of people choosing this brand. This will inform my ideas for my own ad because I know the main competition, so can see what attracts people to that brand so that I can compete with it directly.
This shows that people in the age range are most likely to swap the brand of tea they get if it tasted better or was a more sustainable option. Also if there was a cheaper option they would likely change as well. This will inform my ideas for my own ad because I know what to promote about my product to encourage people to swap brands.
This shows me that most people like to drink tea when they are relaxing or all the time, with 36.4% of people saying they drink tea just when they’re relaxing, and 36.4% of people saying that they drink tea all of the time when they’re relaxing or working. This will inform my ideas for my ad because I know what the most common time for people in the age range to drink tea is which gives me a good idea of when I should set my ad to create the most relatable ad.
This shows me that people aged 18-24 believe that what makes an ad good is a memorable catchphrase and it being funny, with 36.4% of people choosing funny and 36.4% of people choosing a memorable catchphrase. It also shows that music is important with 27.3% of people choosing that. This will inform my ideas for my ad because I know what is important to the audience, so can reflect that in my ad by making my ad match what they think and want.
This shows me that what makes an ad stand out is the music/audio, the funny and interesting visuals with bright colours and a celebrity appearance. This will inform my ideas for my ad because I can see what makes an ad memorable and make sure that my ad matches with this.
This will inform my ideas for my ad because by knowing what the audience in the age ranges, hobbies and interests are I can use this to create a more relatable ad by including some of the activities in my ad.
This shows me that most people believe that being northern means being friendly, with 63.6% of people saying this. This will inform my ideas for my ad because the brand wants to get across that it’s Northern and proud, so by showing this by reflecting what the audience feels this statement means, I will be achieving the image the brand wants whilst also relating to the audience.
This shows me that in people aged 18-24s opinion their favourite thing about Sheffield is mostly the countryside and the greenery around the city. This will inform my ideas for my ad because the brand is a Sheffield based brand that wants to show its roots so by showing some of the audience’s favorite things about Sheffield I am sticking to the brief from the brand whilst also creating an ad that has recognisable areas in which will help the audience connect to the ad.
This shows me that the majority of people aged 18-24 believe that being young means having fun, with 90.9% of people saying this. This will inform my ideas for my ad because by showing young people having fun in my ad it will make the audience relate to it and be more likely to pay attention to the ad.
Textual Analysis
Yorkshire Tea ad
https://www.youtube.com/watch?v=8cipMoGKXGE – Link to ad
In this ad Sean Bean is in an office giving a speech about the brand like it’s a motivational speech before a battle, it is funny and interesting because it stars a celebrity and is a creative idea. The camerawork is quite simple, it uses a mixture of wide shots, closeups and MCU’s.
Camera work
This wide shot is effective because it establishes the scene to the audience so they have context of what is happening, meaning they can understand the humour.
This closeup is effective because it shows the face of the celebrity starring in the ad, which creates more interest in the ad whilst also making it feel more personal because you can see the person’s face clearly.
This MCU is effective because it shows the brand clearly and has Sean Bean in a powerful stance to get the idea of a motivational speech across clearly.
This wide shot is effective because it shows the normal people working in the office and their response to the speech which adds to the humour of the ad.
This closeup is effective because it shows the face of a regular man working in the office and how moved he is by the speech which adds to the feeling of the ad whilst also making it more funny.
This wide shot is effective because it gives context to the environment and is quite a dramatic shot which adds to the humour.
This wide shot is effective because it shows the brand clearly and finishes the ad neatly.
Sound and Music
The ad uses the audio from Sean Bean giving a dramatic motivational speech which is backed with some dramatic music. This adds to the feel of the ad and shows the meaning clearly. Also the ad has some wild trak of the office it is set in, this is effective because it adds to the humour of the ad. Also at the end of the ad there is a voice over saying the company’s catchphrase.
Title/text used
The ad uses subtitles throughout the video which shows all of what’s being said in the speech made in the ad. At the start of the video there is a sign saying “induction session” that gives the audience context to what is happening in the ad. There is also some text on the screen behind Sean Bean at the start of the video saying “welcome new starters” this also gives context to the video. The only other text in the video is the logo of the brand which is shown in multiple places throughout the video.
Editing techniques
The editing techniques that are used are quite simple. It just has simple cuts between shots, this is effective because it shows simplicity of the idea in the ad but also adds to its effectiveness because the audience isn’t distracted by any fancy edits.
Theme/style
The theme of the ad is Sean Bean giving a motivational speech to an office full of Yorkshire Tea workers. The style is using humour to create an interesting and entertaining ad that catches the audience’s attention.
Tetley Tea ad
https://www.youtube.com/watch?v=PE8gVb6DrAw -Link to ad
In this ad a human leaves her dog and cat at home and then they start having a conversation and making tea.
Camera work
This MCU is effective because it sets the scene well and gives context to later in the ad when they are talking about the weather.
This MCU is effective because it starts off the humour in the video because you can see the cat and dog start to talk to each other.
This closeup is effective because it adds to the humour in the video because the dog is putting the kettle on, and showing this clearly in a closeup gets the message across well.
This MCU is effective because it shows the contrast of the normality of the kitchen with the dog standing up and talking whilst making tea. This adds to the humour of the ad.
This wide shot is effective because it ties up the whole concept of the video and is a funny and entertaining image for the audience.
This final closeup is effective because it finishes the video with humour whilst still sticking to the concept of the video and emphasising the tea factor of the ad which is important because tea is the whole focus of the ad.
The final shot is of the Tetley logo along with two cups of tea and the slogan of the company.
Sound and Music
In the ad the main audio is the audio of the cat and the dogs conversation which lasts throughout the video. There is also wildtrak of the rainy weather outside. As well as this there are sound effects used for when the dog is making the tea, for example the sound of the kettle being turned on and boiling, the sound of the cupboard opening, the sound of the milk being poured in the tea, stirring the tea with a spoon and the mugs clinking together at the end. This is foley used to create a realistic soundscape for the video which makes the video natural sounding and more enjoyable to watch for the audience. At the end of the ad there is also a voice over which says the company’s slogan.
Title/text used
There isn’t a lot of text used in this ad. The main source of text is from the Tetley logo which can be seen throughout the video on the box of the tea, and at the very end of the ad when it shows the logo large and centre. The other text used is right at the end of the video under the Tetley logo where it says “Now we’re talking” this is the catchphrase for the company.
Editing techniques
This ad uses VFX to make it look like the dog and the cat are having a conversation. This is some advanced editing that would need a professional to do well. This VFX is effective because it makes it look like the mouths of the animals are moving in time to the words, which makes the ad seem realistic and make sense visually. The main concept of the video is the animals talking so by having it look as realistic as possible makes it more funny for the audience. Also by animating the animals arms and legs to move and hold the mugs also adds to the humour and allows the animals to express themselves with their body language which makes them seem very human.
Theme/style
The style of the video is quite lighthearted, it makes lots of jokes and overall is a funny advert. The ad catches the audience’s attention by having something unusual like talking animals and then keeps their attention by making it funny.
Laura Altman 