Public Relations Management
Class : SYBMS Date : 25th Feb, 2012
A Project By –
Diksha Rai [] Jheel Shah [] May Lai Lew []
Report on Bournville Dark Chocolate „TV Anchor? Ad
Tagline: “You don?t just buy a Bournville, you earn it” Agency: O & M Duration: 55 seconds First seen: December ?08 Ad Message: Re-introducing the dark chocolate brand „Bournville? from Cadburys stable Target Audience: SEC A Higher income group (25+ years)
Description:
The ad begins with a TV anchor (played by Brett Stimely) getting ready for his shot as he looks into the camera and says “Hello, today I am in the lovely town of Bournville, holding a Bournville, made in Bournville. Now they have a tradition here that you are supposed to open it gently, listen to the snap, take in the aroma. But before you can eat it, you have to ask yourself “Have you earned it?” Well, back in the day the old chaps had to beat the French at the war or the Aussies in cricket before they could enjoy it.” He goes on to scorn the tradition as – “British mumbo-jumbo! Have I earned it? No!!! But I am going to eat it anyway”. And just as he is about to take his „un-earned? bite, a huge scary bird plucks him and takes him away. What follows are shots of the dark chocolate and the TV host wrapped in bandages surrounded by the armed locals while the host voices – “Made from precious Ghanaian cocoa, comes a dark chocolate so fine, legend has it and I have learned you don?t just buy a Bournville, you earn it.”
Opinion
? This one has several things going for it. For starters, the ad has a fresh idea
suitably backed by a fresh execution. [Well ok, the making-a-tradition-out-ofeating-the-chocolate reminded me somewhat of the really old KitKat spots where you take out the bar, swipe your finger through the inner wrapper, snap and so on…] But still, the high-handed claim that you have to „earn this Bournville? goes well with this premium dark chocolate offering (priced @ Rs. 75) primarily targeted towards SEC A.
? The situation uses both drama and humor to convey that taking this chocolate
„lightly? (pun intended) can be risky business thereby creating a certain aura around the brand. Moreover, I very much liked the emphasis on the brand “Bournville” and the fact that you rarely lose sight of the chocolate throughout the ad.
? As for what we didn?t like so much – the rather British-looking actor and
British-sounding script I would say. I mean, till the time we heard him scoff the „British mumbo-jumbo?, I didn?t correlate that he is supposed to be an non-British (rather American) anchor. If that is the case, they should have
„American- ised? the look and script of the actor much more to avoid sending mixed signals.
? Apart from the tv ad, they also have a dedicated website and a print version of
the ad – but again there seems to be little connect between the three versions! So while the website, impressively done in Flash, takes you through an interactive journey of the chocolate-making-process; the print ad talks about how this chocolate is the food of the gods and the upper management. Maybe they could use the same TV anchor for taking you through the online journey as well and so on to enhance recall. ? The execution of the Ad could have been a lot better: With an Indian setup.. a script with some1 from the Royal family.. or someone like Mr. Pataudi , Mr. Bacchan or Sachin Tendulkar.. could be a better option
? The script is also very confusing. Especially when the anchor says that “Well, back in the day the old chaps had to beat the French at the war or the Aussies in cricket before they could enjoy it.” Here they could have used simple examples which are easy to understand. So that it wont act as a barrier for communication between the sender and the receiver
-------------------------------------------------------------------------------------------------------------------------
Weighted Average Rating Of this Commercial
Weight Idea/Innovation/Creativity Execution Storyline/Screenplay Music/Jingle Cinematography Acting Duration vs Impact Cost vs Impact Recall Brand Recall Ad Memorability Tagline Product Association Target Audience Connect Entertainment Claim Emotional Appeal 10 5 7.5 5 7.5 5 2.5 2.5 10 10 5 5 5 5 15
Rating 7 7 6 7.5 5 6 7 8 7 7 7 7 8 7 5
W*R 105 70 60 37.5 25 30 35 0 80 35 52.5 35 52.5 40 17.5 12.5
Total
100
688
Weighted Average Rating: 688/100 = 6.88 (on a scale of 10)
doc_793579668.docx
Class : SYBMS Date : 25th Feb, 2012
A Project By –
Diksha Rai [] Jheel Shah [] May Lai Lew []
Report on Bournville Dark Chocolate „TV Anchor? Ad
Tagline: “You don?t just buy a Bournville, you earn it” Agency: O & M Duration: 55 seconds First seen: December ?08 Ad Message: Re-introducing the dark chocolate brand „Bournville? from Cadburys stable Target Audience: SEC A Higher income group (25+ years)
Description:
The ad begins with a TV anchor (played by Brett Stimely) getting ready for his shot as he looks into the camera and says “Hello, today I am in the lovely town of Bournville, holding a Bournville, made in Bournville. Now they have a tradition here that you are supposed to open it gently, listen to the snap, take in the aroma. But before you can eat it, you have to ask yourself “Have you earned it?” Well, back in the day the old chaps had to beat the French at the war or the Aussies in cricket before they could enjoy it.” He goes on to scorn the tradition as – “British mumbo-jumbo! Have I earned it? No!!! But I am going to eat it anyway”. And just as he is about to take his „un-earned? bite, a huge scary bird plucks him and takes him away. What follows are shots of the dark chocolate and the TV host wrapped in bandages surrounded by the armed locals while the host voices – “Made from precious Ghanaian cocoa, comes a dark chocolate so fine, legend has it and I have learned you don?t just buy a Bournville, you earn it.”
Opinion
? This one has several things going for it. For starters, the ad has a fresh idea
suitably backed by a fresh execution. [Well ok, the making-a-tradition-out-ofeating-the-chocolate reminded me somewhat of the really old KitKat spots where you take out the bar, swipe your finger through the inner wrapper, snap and so on…] But still, the high-handed claim that you have to „earn this Bournville? goes well with this premium dark chocolate offering (priced @ Rs. 75) primarily targeted towards SEC A.
? The situation uses both drama and humor to convey that taking this chocolate
„lightly? (pun intended) can be risky business thereby creating a certain aura around the brand. Moreover, I very much liked the emphasis on the brand “Bournville” and the fact that you rarely lose sight of the chocolate throughout the ad.
? As for what we didn?t like so much – the rather British-looking actor and
British-sounding script I would say. I mean, till the time we heard him scoff the „British mumbo-jumbo?, I didn?t correlate that he is supposed to be an non-British (rather American) anchor. If that is the case, they should have
„American- ised? the look and script of the actor much more to avoid sending mixed signals.
? Apart from the tv ad, they also have a dedicated website and a print version of
the ad – but again there seems to be little connect between the three versions! So while the website, impressively done in Flash, takes you through an interactive journey of the chocolate-making-process; the print ad talks about how this chocolate is the food of the gods and the upper management. Maybe they could use the same TV anchor for taking you through the online journey as well and so on to enhance recall. ? The execution of the Ad could have been a lot better: With an Indian setup.. a script with some1 from the Royal family.. or someone like Mr. Pataudi , Mr. Bacchan or Sachin Tendulkar.. could be a better option
? The script is also very confusing. Especially when the anchor says that “Well, back in the day the old chaps had to beat the French at the war or the Aussies in cricket before they could enjoy it.” Here they could have used simple examples which are easy to understand. So that it wont act as a barrier for communication between the sender and the receiver
-------------------------------------------------------------------------------------------------------------------------
Weighted Average Rating Of this Commercial
Weight Idea/Innovation/Creativity Execution Storyline/Screenplay Music/Jingle Cinematography Acting Duration vs Impact Cost vs Impact Recall Brand Recall Ad Memorability Tagline Product Association Target Audience Connect Entertainment Claim Emotional Appeal 10 5 7.5 5 7.5 5 2.5 2.5 10 10 5 5 5 5 15
Rating 7 7 6 7.5 5 6 7 8 7 7 7 7 8 7 5
W*R 105 70 60 37.5 25 30 35 0 80 35 52.5 35 52.5 40 17.5 12.5
Total
100
688
Weighted Average Rating: 688/100 = 6.88 (on a scale of 10)
doc_793579668.docx