It's a seldom acknowledged fact, but some people are tougher than others. As it comes with the territory, many individuals (especially males) pride themselves on being tough - or even, being the Toughest.
I took this into consideration when scamping a few ideas for Labello, focussing on their range developed for men. I wanted to communicate that to be tough, you need Tough Protection.
I took this into consideration when scamping a few ideas for Labello, focussing on their range developed for men. I wanted to communicate that to be tough, you need Tough Protection.
I had this in mind for the airwaves:
...while the adaption for TV land will follow a similar scenario:
Open on an early morning kitchen scene in a modern apartment. We join a young woman as she walks into the room, yawning. She's dressed snug, although she shivers a bit from the early morning cold.
She starts boiling the kettle and sits down on at the kitchen counter. Then, the door opens and her flat mate (a young man) walks in, wearing a running vest. She looks surprised to see him wearing so little on such a cold morning:
FV: Where have you been - and where is your jacket? It's freezing!
He smiles in a nonchalant manner as he makes his way to the counter where she is sitting. He's calm and collected, and replies in a self-assertive manner:
MV: It's only nippy when you step out, but you can't feel it after the 10th k.
The kettle is done boiling and sounds a hoot. She looks at him with a confused expression, yawning, then asks inquisitively:
FV: 10th kilometer? Doing what?
He is enjoying the attention, and says with gusto:
MV: Jogging, of course.
The camera follows her eyes, and focuses on the ground at his feet. He is barefoot. She can't believe what she's seeing and exclaims at the top of her lungs:
FV: But you're not wearing any shoes!
He nods and looks very chuffed with himself, stating confidently:
MV: Yeah, I find it easier to run that way.
He takes out his Labello for Men (the camera focuses on the product, clearly showing that it is Labello for Men) and applies it to his lips. An epic crescendo starts building in the background, while a voiceover reads:
ANNCR (similar to the movie man voice):
Having soft lips doesn't make you a softy.
Labello for Men takes active care of your lips
so that you don't have to worry about it.
Then the scene fades to a black background with the Labello for Men logo superimposed. The pay-off line, Tough Protection, appears in white underneath the logo. The voiceover reads the brand name and pay-off line with assurance. End.
She starts boiling the kettle and sits down on at the kitchen counter. Then, the door opens and her flat mate (a young man) walks in, wearing a running vest. She looks surprised to see him wearing so little on such a cold morning:
FV: Where have you been - and where is your jacket? It's freezing!
He smiles in a nonchalant manner as he makes his way to the counter where she is sitting. He's calm and collected, and replies in a self-assertive manner:
MV: It's only nippy when you step out, but you can't feel it after the 10th k.
The kettle is done boiling and sounds a hoot. She looks at him with a confused expression, yawning, then asks inquisitively:
FV: 10th kilometer? Doing what?
He is enjoying the attention, and says with gusto:
MV: Jogging, of course.
The camera follows her eyes, and focuses on the ground at his feet. He is barefoot. She can't believe what she's seeing and exclaims at the top of her lungs:
FV: But you're not wearing any shoes!
He nods and looks very chuffed with himself, stating confidently:
MV: Yeah, I find it easier to run that way.
He takes out his Labello for Men (the camera focuses on the product, clearly showing that it is Labello for Men) and applies it to his lips. An epic crescendo starts building in the background, while a voiceover reads:
ANNCR (similar to the movie man voice):
Having soft lips doesn't make you a softy.
Labello for Men takes active care of your lips
so that you don't have to worry about it.
Then the scene fades to a black background with the Labello for Men logo superimposed. The pay-off line, Tough Protection, appears in white underneath the logo. The voiceover reads the brand name and pay-off line with assurance. End.
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