John Lewis Advert Tasks
Task One- Communication methods:
Studying John Lewis adverts:part one
-John Lewis makes one of the biggest Christmas adverts world wide. John Lewis said that: "These were all moments that customers have been craving after being unable to celebrate with ones last year. The advert aims to offer a sense of ,togetherness and escapism, as well as celebrate the magic of Christmas moments experienced for the first time".
-John Lewis always uses a sad cover for the song choice
-They usually make the story sad with a happy ending.
-The most popular John Lewis advert was: The Man on the moon
-John Lewis tries to show a re-connection of friendship and family in a lot of the adverts
-John Lewis adverts are based in the United Kingdom
-John Lewis adverts are about 2 minutes long
-John Lewis partners up with Waitrose
-John Lewis really like to focus on vulnerable people
-there Target audience is aged 30-40 so that they can spend money for their family
-My adverts is targeting mid aged woman, mothers and teens.
Part Two: Compare and contrast the different methods used to create and convey meaning in the performance in two creative media advertising productions from the Christmas season
The two Christmas adverts that I will be comparing and contrasting are: "The stepdad"- Disney and "The man on the moon"-John Lewis
The meaning behind them: The meaning behind "The stepdad" is to show that you can be accepted. It tells the story of a blended family learning more about each other, combining existing festive traditions and creating new ones together. The family bond over a storybook belonging to Max, given to him from his birth father. The book celebrates how the power of storytelling can deepen family bonds, with famous Disney and Pixar stories coming to life on the page. The objective of this advert is not to just advertise there brand and animations but to also show that family is really important.
The meaning behind "The man on the moon". John Lewis puts a man on the moon to remind everyone they're loved this Christmas. Concerned that he will spend Christmas on his own she finds a way to send him the perfect gift. This is the first time a John Lewis ad has shown someone outside their immediate circle of friends and family. It also shows that no one should be alone on Christmas. The objective of this advert is not to just advertise their brand but also that people suffer from being lonely and that one simple act of kindness can really help.
How the adverts made me feel: "The stepdad" made me feel very emotional. I thought that it was very cute and I felt very connected to it. I love the way Disney presents their work. The advert shows how hard it can be to try and connect to other people, but that it will end up working out. The advert also made me want to watch some of their films.
"The man on the moon" also made me feel very emotional. I hate to think that people are all alone on Christmas day. The little girl who helped the old man made me feel warm and joyful to the fact that there are people who are willing to help a stranger. The advert makes me want to go help anyone who will be alone.
How they helped me create the idea of my Christmas ad: Both of these Christmas adverts show a lot of emotion. At the beginning they both show sadness. The John Lewis advert shows this more than the Disney one. At the end of both of the adverts the characters are all happy. Me and my group had also used this in our Christmas advert. Since its a "John Lewis" advert it would be appropriate since all of their adverts use it. Both adverts also use/show someone vulnerable, so we added a similar character.
This is our story: Its about a sixteen year old girl who's just moved to a new town. She's neglected by her dysfunctional family and struggle to 'fit in' at her new college. She floats through life feeling invisible. Its not often you see the life you dream about right in front of your eyes, so close... yet so far. Well that's her life. Everyday she watches a small group of girls with a bond she could only dream of. The only way to escape her harsh reality is through the world of books. The library numbs the pain. She picks up the same book everyday, about friendship, just like the group of girls she see's everyday. one night, things get particularly worse at home. But she still turns up at college the next day. She heads to the library to escape reality. but when she opens her usual book a note falls out. She reads it and there is a really sweet message on it. She looks around and see's the group of girls she's been looking at approaching her. Then we see the start of their friendship unfold.
I believe that this looks like a John Lewis advert with the vulnerable characters, good people who are willing to help, a sad story that turns out to be happy at the end and we will also be using a cover of A mad world.
Directors of the adverts: Nick Eagleton is the director of "The man on the moon".
Nick has always worked in the arts. He studied graphic arts and after working with Jerwood visual arts for many years in 2013 he curated their ever first graphic design exhibition, after hours, a survey of designers personal work. Alongside his branding and design work he teaches creativity and idea generation as part of D&AD's professional development programme.
Angela Affinita is the director of "The stepdad". 20 years experience in the UK, EMEA and global brand partnership campaigns across entertainment properties in broadcast and film. This is what she said: "in 200 I landed my first creative role making promos for cartoon Network, which set the tone for the rest of my career. When I started at Disney in 2013, I was surprised to learn I was the only in-house creative making content for advertisers. I saw a huge opportunity to build a team that would break the dependence on external agencies, bring creativity in-house and show just how much more can be achieved when you immerse yourself in the brand. Its fantastic, diverse and inspiring place to work."
Contrasting: The theme of "The stepdad" and "The man on the moon" I believe would both be sadness maybe more in the John Lewis one. The emotion in the Disney advert is a lot more uplifting than the John Lewis one. I believe that this may be because Disney is more for a younger audience. Both adverts represent their company very well, but they represented them in a completely different way. Disney used an animation. They shown some of their film animations which can make people want to watch them which will want people to get Disney+. John Lewis Used an elderly and an infant which they do in a lot of their usual adverts. They used their advert as a charity, so that they can donate some of their products and raise awareness around loneliness. I believe they both worked really well and achieved what they wanted too. my favourite one would be the Disney one, however i believe that the John Lewis one may have had a bigger impact as its aimed towards older people who will actually spend their money on what has been advertised.
Task 2- research and development:
Production Research- The purpose of production research is to gather information on the content of production related issues. The methods of production research could be primary research; this means researching via books and setting up focus groups to gather people's opinions.
Task 3-The production process
Main crew:
Director- Josh Jorgenson
Camera operator- Josh Jorgenson
Editor- Casey weedal
Main casts:
Liv- La Toya Borg
Serena- Sienna Pounder
Kat- Kadie Bradley
Elena- Emia Smith
Locations:
Classroom
LRC (Library)
Greenscreen room
Prop List:
Book- One small act of kindness
Notebook
pen Note Timetable
Schedule:
Thursday 9th December- Scene 2,3
Time- 4:30pm- 5:45pm
Props- bag, book, notebook and pen
Equipment- Camera, Sd card, Fig-rig, Tripod
Tuesday 15th December- Scenes 4,5,6,7
Time-4pm-5pm
Props: note and book
Equipment: Camera, SD card, Fig-rig, and tripod
Wednesday 16th December- Scene 1
Time- 2:15pm-2:20
Equipment: Camera, SD card, Fig-rig and tripod
The advert:John Lewis- final outcome
Task Four- Evaluation-
The first time I watched the advert, I was really pleasantly surprised. I thought that it had turned out great, and that me and my group have achieved the impact we were planning on getting. The reason I was so surprised on how well it turned out was because, I couldn't imagine it being put together. The whole process made me and my group really nervous to watch the final outcome. Doing this advert was really hard because of how unorganised we all were. Although we all tried our hardest we didn't communicate very well. The reason it was so unorganised was because we never set out all the dates that we wanted to film on. We had set out one date the week after as we were all free, but then two people were then unable to stay and film some scenes. We then had set out another date but then our camera operator was in contact with someone who had tested positive for Corona. We then had found ourselves another camera operator to film our advert so that we could start it. Our new camera operator had changed a lot of our script which stressed us out a little bit as it wouldn't have matched our target audience which is middle aged woman, but we all agreed to it. Our old camera operator had then tested negative so they had come back. We then set out another date but someone had forgotten that they were busy at the time we had set. We then set another one and everyone was able to make it. This was really stressful on everyone especially to the ones that could actually make it on every date. Another reason it was stressful was because we had two scripts and we didn't know which one to go of. At the end we ended up not doing anything, as we had just filmed what we thought had felt right. It mostly matched with the first script but we had cut out a few scenes. The difference about the scripts are: the first script includes a lot more depth to her life at home and why shes really sad. It shows a tad bit of how it can be. The second script didn't have anything about her home life in it as the person who wrote it thought that it would be too sad to add it in, which I completely understand. The second script would have also targeted younger people which wasn't our aim.
What I would change:
Whilst watching the advert back I had realised that in every other scene we were wearing different cloths. And in some we should be wearing the same cloths as the next scene, but overall I don't think it looks bad. We could have sorted this out if we asked the producer what to wear. Another thing we could have changed was how we planned it out. We should have set a date and stayed with it, as this would have made it a lot less stressful. Another thing that I would change is that we didn't add any Christmas decorations. This was supposed to be a Christmas advert but it has nothing to do with Christmas. I would also like to add more scenes of her being 'bullied', to show how horrible she was treated before the group of girls came
What went well:
Me and my group had thought that we had added some good minor details. We thought that it would be good to add these small details in because a lot of the John Lewis adverts has them. Some of the small details me and my group have added in was the book choice. We used a book called 'One small act of kindness'. We thought that the title really resembled what the story line for this advert was. We had then also added the books title in the note that the three friends, Serena, Kat and Elena had given too Liv.
Process whilst filming:
This was my first proper time filming something so I was a tad nervous, but I really enjoyed it whilst filming. I found it really interesting how much props and equipment you need to film something. I saw how important the lighting and angles can really change the whole take. The story of the girl Liv was that she had moved to a new college and had no friends. I had gone through something really similar a few months ago when I moved during year 11 and being far away from a lot of my family. When I had filmed this advert I brought out all the emotions that I had went through during that time. This really helped me as it allowed me to understand the character a lot more. It also let me understand what her reaction would be.
My overall opinion:
I personally really loved how the advert came out and I overall would only change a few things for it. I love the story line and think that it fits amazingly with our target audience. I love the song choice, as I think that some of the words are actually describing the story. I also think that everyone took in seriously and put in all their effort in the second we began.
Audience feedback:
Opinion one- I really enjoyed the advert. It felt real, authentic and moving. The song choice fit very well and the lyrics added to the emotion. I connected to the story line and was took on a journey
Opinion two- The advert was sweet. I like how its an advert that will relate to a lot of people. The song was good and the lyrics were also telling the story. It did make me emotional when she was on her own and when you all went over to her so good job.
Opinion three- I really like how the whole advert came out. It made me very emotional because someone I care for has gone through a similar thing. This advert shows that there are people who do care which gave me hope. I also really liked the song choice it fit really well.
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