Creative Content

"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." To continue with assisting with our customers guilt-free purchase we want to show her that this jacket doesn't just have to be a "one time wear" type of garment. Many people, when they are shopping they will find this shirt, dress, jacket, etc., that they really like but what instantly goes through her head is "what can I wear with this?" "will it go with anything in my closet?" "Will I actually wear it, or will it just sit in my closet?" Come on ladies you know what I'm talking about...

"The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives." The concept of this commercial is to show our customers all the different ways and times of day that this jacket can be wore, it just helps her see that "Hey this jacket is worth buying because I can get a ton of use out of it!""...Ads that make people watch and then act..." This commercial will start off during a cold fall day in the city, our stylish girl she doesn't let the cold weather effect what she wants to wear nor does it effect her mood. She goes out and meets her friends for lunch and then goes and gets a cup of coffee. She's having an amazing day, having fun, feeling warm and cozy, and of course feeling confident. She is on her way home, she's crossing the street and accidentally bumps into some guy. She doesn't really pay attention or even looks back to see who she bumped into. She just keeps walking and yells "SORRY!" Next the sun is setting and she is getting ready to go out with her friends and have some fun adventures around the city. She has no cares in the world, she is feeling so confident and so spontaneous. She has no thoughts about tomorrow, her mind is in the now. She's living it up with the people she trusts the most and no one else can stop her.

Citation:

Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley. Page 50, 53, 107