Introduction

 My client scenario from MARS™ states that I will create a 'lockdown advertisement' - for the minute rice brand 'Ben's original'. I have decided, for my production, that I will create a cinematic and close up look into the cooking and serving of 'Ben's Original'.  

Primarily, my idea will focus on movement and sound to create hunger in the viewer. Ideally, the advert will entice an audience into wanting to purchase the product advertised. Quick cuts, tracking shots, and extreme close ups will help to sell this idea. The advert has to take place in a regular kitchen to simulate the actions of a real meal preparation.  

The packaging will need to be included in the shoot, as well as the contents itself.

This will mean that the full process of cooking the rice will be shown. 

As in, brand advertisement and cooking step-by-step.

In terms of target audience - 

The advert will appeal to all people ages 18+, typically, low income consumers such as students and young adults. Gender does not matter, neither does race or occupation. Religion could make a difference if their religion specifies not to consume ingredients used in the product. In terms of my production, I aim to appeal this to young couples stuck inside. Or, university students who need a quick and easy meal. 

Scenario 1:

Two Young couples living together in a small apartment. Food is short and it is implied that entire household is out of money. At the far reach of the backboard of their kitchen cupboard, they discover a 'ben's original' packet. After a brief cooking montage, we are shown the 4 of them sat around a table. All with different rice based dishes, to show brand versatility. Fade to black.

Scenario 2:

Cinematic focus on anonymous hands preparing 'Ben's Original' rice in a low light kitchen. Intimate cinematography presents each grain of rice in detail as it moves throughout the frame. The audience is left hungry and wanting more.

My chosen scenario:

I have chosen scenario 2, as I believe that it best suits the client brief. This scenario not only is less time exhausting. But also, is more manageable to suit the 20-30 second time limit. The budget would not be big enough to pay for the 4 actors and so, the one actor is enough for the second scenario.

Although I prefer the lockdown theme of scenario 1, I believe that the subtleness of the second scenario best suits the production. This is because it can appeal to a broader audience and can be interpreted in a variation of ways. Therefore, selling the product best.