Advert Planning/Plot

Looking at all the research we have done, taken into account and analysed, planning and story boarding, we finally had a general firmed up idea of what we wanted to have and do in our advert and how we would meet our specifications. We had concern about the story line of the advert as we wanted to ensure it made sense and worked well. In time we developed some good ideas for our storyline and continued to make decisions that suited our adverts specification best.

We were initially inspired by the Horlicks advert where a story line from morning to evening takes place and we wanted to incorporate a similar idea throughout our hot chocolate advert.

In the beginning we have the office scene, where the female character will be dressed in formal (neutral coloured) work attire, will be seen from a close up shot to the face. The female will initially look stressed, tired and giving the impression of 'a bad day at work'. The phone will ring and as she picks up the phone there will be an extreme close up of another mobile phone starting to ring. We thought this was effective as it really made the scene into a stressful atmosphere. Using continuos quick cuts and editing we want to give the viewer a sense of face paced movement and an office rush.

Second scene will show an establishing shot of the female leaving a workplace/office and walking briskly towards her car. Still in keeping with eagerness to get home.

Third scene could be various shots and angles of the car driving home and pulling into the drive. And showing close up of the characters face behind the steering wheel as she stops the car; this still allows the character to keep the mood into context by looking at her facial expressions.

Fourth scene consists of the female walking quickly to the door from an establishing shot, then a quick cut to the female putting the keys into the door then dropping them. A quick close up the hands as they reach down to get the keys and finishing with a establishing shot as she walks into the house.

Fifth scene consists of the character walking quickly over to the dinning table, using a tracking shot. Female drops bag onto table, and a quick cut of an eagle eyed view of the bag on the table. The use of this again adds to the atmosphere the advert has created, showing even more how eager the female is to make her long awaited hot chocolate.

Sixth scene which will show low shot from behind the female as she walks into the kitchen and moves towards the countertop and drinks cabinet. Now here is where we have taken most inspiration from the Horlick advert, as we decided to also use a large amount of very quick extreme close-ups of the character making the hot drink. Still keeping the tempo going has allowed also to show the view that making the actual product is easy and quick. The quick shots help again to emphasis her eagerness.

In the seventh scene, is where we see close up of the characters face, holding the cup of drink, a she sips it. She smiles and a slow motion transition will be used to create the dream like sequence effect.

Eighth scene allows us to show the selected location for our dream sequence which we initially wanted as some type of hut or lodge with a fire if capable. There will be slow motion shots, one which pans slowly to the door of the hut/lodge and the rest inside where they concentrate on the surroundings which now put the atmosphere into a different context; a relaxing, soothing and peaceful space. A medium shot will be shown inside of the character about to sip the drink and also an over shoulder shot which allows the viewer to see the product itself. And to finish the dream sequence, as the female sips in slow motion, the dream transition will appear and the female will be back into the kitchen still holding the cup and smiling in a side close up shot.