The Big Idea

The idea for this commercial is a fun trip, with a fun story and a few laughs.

A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time.(68)

The commercial concept I created for my advertisement is supposed to be funny, cute, and memorable, just like the Kia Soul itself. The point it to be unique.
Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace. (49)

I am setting the main part of the commercial in a dream, while the ending will focus on the person waking up to modern-day reality. The unifying idea is about the funky 1970's and how fun it was, and that Kia has that same cool, sexy and "soulful" vide, but it's also modern and current. 

You can build an image-driven composition without one overtly dominant image; here, relationships are built through sequence, pattern, grid, modular structure, repetition, stair structures, axis alignment, edge alignment, positioning and flow, or some unifying principle. Though no one image dominates, the imagery still carries the message, and the type is subordinated. (156)

I wanted to go with the television commercial format, because the visual aspect of it was the perfect way to convey the brand message to the brand group.

A brand or group allows people to connect through common experiences, whether through a social networking site, a community-building Web site, a passed-on link or interconnected functionality, discussion through a broadcast commercial, or simply through membership in a brand community. (56)

Visual-driven ads are those in which the visual carries the weight of the ad message or in which there is no copy other than the sign-off; the visual captures the viewer's attention first. (99)

 Unfortunately, I will not be able to produce an actual commercial, mainly because I would need to have the car in it. Just to rent a Kia Soul for the day would cost around $50, so I am going to just draw 9-12 storyboards instead.

How you visualize and compose your idea hinges on what you want say, how you want to communicate it, to whom you are saying it, and with what nuance. (136)