Durations

180 seconds – Predominantly in cinemas

60 seconds – Special TV Events
10, 15, 30 and 45 seconds – TVC standard
All will have specific frame rates
The impact of the internet has increased e.g Instagram, tiktok.

Effective Ideas and Structure

Use the relevant 30, 60, 180 second time slot wisely:
30 seconds is sufficient time to tell a narrative/story
Highlight unique selling points (USP)
Be careful NOT to convolute the narrative with too much detail, action and imagery.
Consider any short slogans that are apart of the brand
Get to the point – it’s a scenario and that`s it
Popular ideas are soft drinks, sport brands

RESEARCH AND AUDIENCE

For you Promotional Film Proposal you need to identify your audience.
Who does your brand target?
Look at their website
Look at their online platforms
Look at their video campaigns
Look at the language to describe their product or the thing they`re selling.
Look at their competitors – how do they sell their brand

CASE STUDY
Look at their ethos/mission statement
Mission Statement usually identifies the “mission” or the general goals of a company (About
us)
Include it in your booklets
Look at colour schemes/font
General Design
Choices of actors they typically use – e.g. any demographics
What the product is? Look at key terms and phrases they use to sell their products.

Lucozade
Dramatic – life or death
Brand
Cinematic
Fight

RIVAL BRAND
It is essential you consider rival brands when developing ideas for your adverts.
What is their unique selling point?
Key slogans, phrasing etc?
How are they better? How could you improve on their commercial approach?

BRANDING
Branding is everything in promotional content. Whether you`re shooting a product or a
person the brand should encompass their style.
Going off brand can be detrimental to the company or the product itself.
Some companies may re-brand if they want to evolve or simply freshen things up.
When working with the product:
LOGO
TYPOGRAPHY
COLOUR SCHEMES
REPRESENTATION – PEOPLE, WORDS ETC.
TONE (relaxed, stylised, fast, aggressive, powerful)
FINAL POINTS
For your production booklets you need to identify the brand.
Establishing and communicating brand and product identity.
Language – The Ethos of the company should be reflected in the video content.