Overview
This assignment calls for the creation of traditional advertisements for Old Spice Classic Cologne. Use the skills discussed in Chapter 5, 6, and 7 to create 1) a campaign idea for the launch of Old Spice Classic Cologne in Qatar and 2) four different media executions: one for TV, one for outdoor, one for social media, and one the choice of the individual student groups (magazine, metro, bus, etc.).
The campaign idea is the creative thought or theme that holds these executions together as a campaign (think consistency and expandability).
The ad should be based on the following creative brief:
• Objective: Convince new college graduates to smell good at work
• Target: 24-year-old men starting their first job after college in a big city; want to make a good impression but not be seen as “too pompous..”
• Proposition: Smell like the classic successful man you are trying to become.
• Reason to Believe/Proof: More men have used Old Spice than all the designer fragrances combined
• Tonality: Not too serious
• Insight: Young men want to make a good impression but are insecure because they don’t know the rules
Instructions
Working in pairs, answer the following questions:
- Provide a persona of the target audience. (5 pts)
- Describe the creative strategy of the campaign:
o The campaign idea/theme for the launch of the product (10pts)
o Slogan (tagline or catchphrase) (5 pts)
o Explain the message strategy (Cognitive vs. affective vs conative) (5pts)
o What type of advertising appeals will you use and why? (5pts)
o What type of executional framework and why?(5pts)
o For the print ad, write ten headlines and then choose the best to place on a print ad your assigned pair creates for Old Spice Classic Cologne- Outdoor or magazine. (10 pts)
o Write a detailed storyboard for the commercial/film ad (10 pts). Use templates available online & type.
(Note: A bonus of 15 pts will be added to those who shoot the commercial)
o Make a social media ad for the platform of your choice (5 pts)
o One additional ad for the media platform of your choice (5 pts)
Sample Solution