Creative Content

For my advertising campaign, I decided on a commercial. In order to express the story and flow of the televison commercial, I have to draw storyboards. They will be sketched onto sketchbook paper. The story and theme conceptualized attempts to be on-brand.

We can think of a brand construct as a developed personality—a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience. It is both an armature and a point of departure for differentiating and connecting with the audience. It also helps you determine if your concept is “on brand” (in step with the brand or group's core identity and positioning) or “off brand” (not in sync with the brand or group's core identity). (49)

Based on the audience and consumer, the story, slogan and advertisement together creates an attractive strategy.

From the strategy, you conceive a premise, a central theme, that forms the basis of your claim. The premise should be based on an insight into the brand, the product (or service or group), and the audience.(193)

 The ad attempts to be lighthearted and funny, showing that by owning a Kia Soul, you will feel this way while driving the car.

All of us certainly want to distance ourselves from hucksterism, patented medicine and snake oil salesmen, and charlatans. That said, effective advertising is based on strategies of persuasion, whether a commercial ad uses social acceptance to persuade someone to purchase a brand name mouthwash or a public service advertising (PSA) campaign uses humor to encourage people to get tested for colon cancer. Very simply, there is you and your life without the mouthwash and colon cancer screening, or there is the transformed (better) you and your life with it.(108)