Research

Our Idea and Research 

The Aim of our Product

Our product is an deodorant based for male and female. This is our USP of our new designed product as there is nothing similar out in the market at the moment. The aim of our commercial advert is to insure the product is memorable to the audience by creating fun and humorous tone. This will be done by bright high key lighting and live colors to set the mood and the tone throughout the advert

Our Advert

Our advert will be in format of pixilation stop animation. We have chosen this to show the character relationships by using a split screen. By shooting two separate shots of him and her interacting will display her and his his will be done by using a birds eye view of the characters showing their actions as they have flirty fun with each other. This will set our main objective of the advert as its something fun and enjoyable for everyone

Target Audience

Our product is aimed at teenagers and over. This is emphasised by our advert as it is a young a stylish look that will will attacked the audience to experience this. It isn’t aimed at older as they look for something more reliable compared to our product that is just about smelling nice and good for the opposite sex. This will be their ‘reward’ for using our product

Influences 

On then top left, this is a pixilation stop animation advert that has been done but keeping the camera still whistle capturing the movement frame by frame, this gives a effective illusion of movement.

Also we have decided to use split screen. We can see this on the John Lewis advert. This shows relationships of the male and female well, showing differences but similarity bringing them together.

Our advert will be an unique mixture of the two. This will work well together with our touch of fun and humor.

This is a drawing of how we planned the characters to be in our advert. This included their clothes and set. There would be a male and female either side of a split screen frame. 

We also storyboarded out how our advert would go, this is a small section.

This shows part of how our characters would move around and interact with each over in the advert. 

Visual Style 

The visual style will be presented through bright high key lighting through out and bright live colours, this will make bring a happy and lively tone to it. This will come together with the comedy theme. This would give a touch of our personal work that would recognisable. 

Lynx Brand

Lynx was launched in 1983 in France by Unilever. It was first designed from another brand by Unilever called Impulse. The brand had great success when launched in America and Canada when it is still branded as Axe whereas in England its called Lynx. Its main product is a fragranced body spray that is very popular. It is aimed at younger generation for men around 11 - 20. It is advertised as a stereotypical mens deodorant. In many of their adverts women are used as a reward for using the product. They have launched a wide range o f deodorant products, around 40 different. One of their most popular products 'Africa' that was launched in 1995. This has been the most popular in the UK for 16 years. One of their latest products in 2012 called 'Attract or 'Anarchy' is promoted to attract women and cause chaos on the way which is also Lynx for deodorant for men as well for women.  

In January 2010, an article was released by The Daily Mail of how a man nearly died after using Lynx body spray called Fever. He had an allergic reaction at first he had difficult breathing and itchy skin. He  then lost consciousness leading to an anaphylactic shock with swelling of the throat and windpipe. Furthermore, The Daily Mail said, "Advertising for Lynx are famed for being suggestive and racy".  A public health consultant also added 'I would advise anyone using a chemical product to read the warning labels and carry out a patch test before use.'  

A spokesman for Unilever which makes Lynx said: 'Lynx is sorry to hear about this experience with one of our products. 'We take all complaints seriously and our consumer careline team will investigate this matter to help understand what happened. 'The Lynx Fever range has undergone the highest of dermatological testing an all of the products in the range are proven not to induce skin irritation.' This shows that Lynx has got lots of publicity from its campaign coming across as 'suggestive and racy'. We have taken this upon our idea to make something similar. Using this marketing tool our advert would receive a lot of attention and gain publicity, this is also a way of promotion. 

from www.dailymail.co.uk
by Daily Mail reporter 
1 January 2010

Making Your Ads Effective
I took this from the book 'Advertising for Dummies'

We took this into consideration into our advert. We did this by making sure that we 'Give the consumer a good reason to act' by making sure our content had a clear storyline and it grabbed the audience attention to the advert and what was actually being advertised. Also our creativity was a highlight of our advert. It met the demands and advice from this book, the design is unique and catches our consumers attention.  

Focus Group
To help us find out what the audience wanted to see in our advert and to get some ideas we did a focus group. This involved getting people to answer us question based around deodorant and adverts.

In 2009, ITV launched a programme called 'Ad of the Decade'. 
They did a 'countdown of the 20 greatest commercials to grace our TV screens over the past decade'. These were adverts that was watched and admired by millions of us T.V viewers. Here is the top 20 adverts that featured in the programme listed in alphabet order:

1. Barclaycard: Waterslide 
2. Budweiser: True / Wassup 
3. Cadburys: Drumming Gorilla 
4. Cadburys: Eyebrows 
5. Carlsberg: Old Lions 
6. Citroen C4: Transformer 
7. Compare the Market: Compare the Meerkat 
8. Guinness: Tipping Point 
9. Halifax: Howard 
10. Honda: Cog 
11. Hovis : Go On Lad 
12. John Smiths Bitter: Various ft. Peter Kay 
13. John West Salmon: Bear 
14. PG Tips – Monkey 
15. Skoda: Bake 
16. Sony Bravia: Balls 
17. Sony Bravia: Paint 
18. Sure for Men: Stunt City 
19. T Mobile: Dance 20. Volkswagen: Singing in the Rain  

Number 3, the Cadburys: Drumming Gorilla was and still is a very memorable advert. They used the concept of nostalgia and humour. At first it was seen as just really plain and weird but it proved to be very successful. It had 500,000 views on Youtube after just one week of being published and its part of a 6.2 million advert campaign. 

"With the Phil Collins song In The Air Tonight playing in the background the advert opens with the title, "A Glass And A Half Full Productions presents" and then shows the gorilla's face before panning out to reveal he is haphazardly playing the drums.

As the 1980 hit song reaches its climax, the scene fades out to be replaced by a picture of a Dairy Milk bar - the only reference to chocolate in the whole production."

The soundtrack from the 1980s was a major factor that helped reach the success of this advert. We took this idea and added it to our own advert as we used a well known Tetris soundtrack for part of it. Tetris is a known soundtrack by most people, young and old which was also released in 1980s. 

Also what was left on the audiences, was about the gorilla. People found it humorous funny. We also decided to add the factor of comedy into our advert. This would drive the narrative forward and make it a memorable advert.  

http://www.itv.com/presscentre/adofthedecade/wk52adofthedecade/

www.dailymail.co.uk - September 2007

This Lynx advert emphasises their target audience of 13 - 25 year olds. This Is shown through the content and style. It shows a man that breaks out of his comfort zone after using the product Lynx. It is then followed by him dancing with two women, this conotes that after using their product you will get women to be interested in you. It is also emphasised through there style of comedy. The man seems ordinary and alone until he comes out his comfort zone. The music also represents the brand. Most of their adverts use similar content and storyline. It is very stereotypical of Lynx, men getting women. The location is also repeated in a lot of Lynx adverts; in a bar/pub.

After the launch of the women's Lynx body spray it also go massive amounts of public as it was an initial shock to the public. This is was The Daily Mail shortly said after the release.

"For 27 years, it has dominated the men's market with provocative campaigns.

Now Lynx has today revealed it is launching a fragrance for women.

The British brand has achieved almost cult status since 1985, by claiming the spray makes men more attractive to women.

Racy adverts over the years have shown hapless males ending up with a string of beauties after covering themselves in the fragrance."

Making a new product that stands out can also be a good marketing tool to attract more and new customers. We took this into consideration when we decided to make a uni sex product for Lynx. I think this is perfect and would get a lot of attention by the public eye. 

It was continued to been seen as 'racy' advertising. But this is what helps a product get known and seen. 

www.lynxeffect.com
The Lynx website goes by the sample principles from their TV adverts to their website. It includes lots of images of women with their product. This goes with the style the brand has set. As a all round product that will win you women. For example, below there is a group of women. Each of them are given their own personal catagory. Each of them are specific to each of their products. This implies to us that we can pick which women we want to attract with the product we choose, if I want the 'sporty' women then I would choose the blue shower gel. The content is slightly different from the adverts, there is no men. This is because on the TV adverts they want to put in the place of the men, whereas on the website they use the women for our selection. We can choose what women we want by which Lynx product we use. This links the content with the products they are promoting.