The student will take the role of a copywriter employed by Cosmos Cable's Pittsburgh office. The assignment is to write two 30 second TV commercials for Sam's Appliance Store, one aimed at the Hometown Cool demographics and one aimed at the older, traditional customers of Sam's store.
Script #1.
Using the template for single-camera video spots (or following the stylistic conventions for single-camera video scripts covered in Unit #4) the student will create a 30 second television spot for Sam's Appliance Store to be aired on Discovery, E!, Spike, We and ESPN. This should feature aspects of Sam's which fit into the overall Hometown Cool campaign.
The script must contain the following elements:
1. A coherent message that conveys tangible information relating to the Hometown Cool campaign2. A request for the viewer to visit Sam's
3. One or more motivational appeals appropriate to sell products aimed at the Hometown Cool demographic
4. Some footage of John Wendel (owner) in the store talking on camera. This can be an intro., a closing tag, or be worked into the body of the script.
5. At least one additional audio component (music or sound effects)
6. A closing text line keyed over video which gives the name of the store and its location.
The Cover Sheet.
Each script will be accompanied by a cover sheet containing the following information.
1. Client: Sam's Appliance StoreThe Cover sheet should have the same left and right margins as the script (one inch in this case) and be printed in 12 point Times with headings in bold face. Double space between items, but single space otherwise. Indent lists for clarity.2. Writer: Your name
3. Title: Should be tied to message and appeals and relate to Hometown Cool theme (usually in quotes)
4. Run Time: 30 seconds
5. Target Audience: 25-34 year-old men and women who are likely to purchase electronic devices in Johnstown
6. Audience Objectives: These should be numbered and contain each item of information the audience should retain, each emotion they should feel and each specific action you hope they will take after hearing the spot.
7. Production Notes: John Wendel, owner of Sam's, wants to address the audience on camera from his store. Describe how you will divide the copy. The expectation is that all video footage will be shot in/at Sam's Appliance Store. Describe settings, text to be keyed, music and/or SFX so that detailed descriptions are not needed in the script.
An example is shown below:
Client: Sims FordWriter: David Kintsfather
Title: "What weather?"
Run Time: 30 seconds
Target Audience: Men and women 25-34 who have to get to work in bad weather and don't yet own an SUV.
Audience Objectives:
1. Know that this is predicted to be an especially snowy winter.Production Notes:2. Know that Ford has a family of snow-capable SUVs.
3. Know that Sims is offering special financing deals.
4. Feel threatened if they do not own an SUV.
5. Desire the security an SUV can provide.
6. Stop by Sims Ford to look at SUVs.
1. Announcer should be male with a mature, calm and professional voice quality.2. Attention getter should be an XCU with SFX of tires spinning on ice.
3. Tag line asking people to come in should be voiced by Bill Sims, owner, standing in the main showroom, and should be supported by text keyed over.
Script #2.
Using the template for real-time video spots (or following the stylistic conventions for real-time video scripts covered in Unit #4) the student will create a 30 second television spot for Sam's Appliance Store to be taped in the Cosmos studios in Pittsburgh and aired on CNN, A&E, History and We. This should target Sam's older, traditional customer base.
The script must contain the following elements:
1. A coherent message that conveys tangible information relating to the loyalty of Sam's repeat customers2. A request for the viewer to visit Sam's
3. One or more motivational appeals appropriate to sell products aimed at an older demographic
4. Some footage of John Wendel (owner) with home appliances. This can be an intro., a closing tag, or be worked into the body of the script.
5. A 10 second clip of happy shoppers pre-recorded in the store
6. At least one additional audio component (music or sound effects)
7. A closing text line keyed over video which gives the name of the store and its location.
The Cover Sheet.
Each script will be accompanied by a cover sheet containing the following information.
1. Client: Sam's Appliance StoreThe format of the cover sheet should look essentially like the example above.2. Writer: Your name
3. Title: Should be tied to message and appeals and relate to the target demographics (usually in quotes)
4. Run Time: 30 seconds
5. Target Audience: 34+ year-old men and women who have made at least one purchase at Sam's Appliance Store
6. Audience Objectives: These should be numbered and contain each item of information the audience should retain, each emotion they should feel and each specific action you hope they will take after hearing the spot.
7. Production Notes: John Wendel, owner of Sam's, wants to address the audience on camera with major appliances in the background. Describe how you will divide the copy. The expectation is that all video footage will be shot in the Cosmos studio except for the 10 second clip pre-taped in Sam's Appliance Store. Describe settings, text to be keyed, music and/or SFX so that detailed descriptions are not needed in the script.
