Television and Youtube

For the creative approach, the pre-roll was decided to be an extension of the TV advertisement. The student is depicted getting to the father’s house after leaving the mother’s, which is depicted at the end of the TV ad. It uses the same methods of music and product depiction to help narrate a heartwarming story, but also product practicality. This was decided as it not only is an interesting way to continue the story in a way that can not only be connected as an ending to the story created in the TV ad, but also as a stand alone. 

The pre-roll is the TV ad in reverse. With the subject taking out their packed luggage to unpack when they arrived at their father’s house rather than packing it up to go to it. This is how the story is continued from the TV ad, since in that the subject is depicted packing and getting ready to go to their father’s house. The dialogue is kept short and simple with the father asking to carry the luggage, showcasing the brand’s light-weight designs when the subject says no, and then goes on to ask about their mother. This is continuous from the subject’s conversation they had with the mother about the father seemingly earlier that day - as that is when the TV ad takes place. The music is kept in theme with the holidays, only using natural sound effects such as conversation and wheels on the concrete to continue the ad’s light hearted and warm tone. As well as, make it feel as though viewers are watching a scene from a holiday movie instead of an advertisement trying to sell them something. This is to keep that established tone of family, comfort and reliability. An AI voice generator program was used for the recording of the ending message, which included the tagline and call-to-action. This was used to not only embrace AI, but to also use it to be continuous and clear with the words being spoken. There was also audio complication when recording the pre-roll, with no way to re-record, AI was used to fill in the small dialogue between the characters. 

With just the simple sequence of scenes, warm music and simple sound effects, the ad can also stand alone, if viewers had not seen the TV ad yet and vice versa. Without the prior knowledge of the subject packing and going to their father via the dialogue held in the TV ad, the unpacking the car and the dialogue held in the pre-roll ad also gets the point across with what the target messaging and demographics are, students or divorced household who have to travel from place to place during their winter break. 

This is a creative way to blend the two ads together as parts of the same story that are also fully complete on their own. This style of ad is very popular with many brands making different ads of the same characters or plot to not only get its messaging out there, but to add an extra layer of novelty to the ads for the viewers.