Understanding what matters most

ON•TAP is a plumbing supplier that thrives on the notion that they give their customers expert advice, a breath of fresh air considering the atrocious puns that flood the industry's advertising (sorry).

ON•TAP understands their industry, their products, as well as their clients to the extent that they can give important advice on all plumbing related issues, whether it is efficient functionality for your home or creating an awe-inspiring focal point in your bathroom and kitchen, they are the people you can trust. It's not just about making a sale, it's about understanding what matters most.

Here are two print ads from the campaign:

 

Autism Awareness Campaign

A little while ago, I posted a print ad for SNAP.

The concept for We develop independence, one child at a time evolved into a campaign that includes a series of print ads, as well as a television commercial and a radio spot.

The campaign aims to teach, so the idea of creating a classroom atmosphere seemed like a valid execution. In the print and TVC, a blackboard is utilised for this purpose. I decided on the specific voice-over for the radio spot and TVC, as the lady's voice emphasised my idea of a caring, informative teacher.

Print

With a series of informative print ads, I wanted to educate the reader about autism and SNAP, and tell them how they can help the organisation in developing the futures of children with autism. Think of it as a brochure-like approach to print advertising.

 

 

 

 

 

Radio

My radio ad contains a straight read to capture the essence of the campaign for SNAP. 

(I made a little clip with the radio spot, as I don't know how to upload MP3s).

Television

This animation brings the print and radio together, combining elements from both to create a nostalgic commercial aimed at educating the viewer about SNAP's cause.

No way, they've got Jack Black!

There are certain gems that I appreciate till the very last drop. One such gem, goes by the name of Jack Black Beer. This micro-brewed beer has enjoyed my top of mind awareness ever since I was introduced to it, little over a year ago. Every time I find Jack Black at a restaurant, I get somewhat excited (well, pretty much like those guys in that Heineken TVC). Simply put, I shout out loud (in my mind, of course):

No way, they've got Jack Black!

Jack Black is certainly my preferred draught to order. It's exclusivity intrigued me, so I did a bit of research on the brand. I found that Jack Black Beer is a local initiative, in fact, it's brewed in the Western Cape.

As I haven't really seen any advertising for the brand, I decided to scamp up a few ideas using my No way, they've got Jack Black! notion as a concept base.

Let's call these Jack Black scamps, The No Way Campaign. The campaign will launch with the initial print ads, then the radio spot followed by the television commercial.

Print

 

Radio

Television

Open on a viby club scene with two guys standing at a crowded, trendy bar. As the camera moves closer to focus on them, the one Guy notices something and stares directly at the screen (viewer). He squints his eyes, trying to get a better look.

He tries to get his Friend's attention by bumping him, while he's struggling to speak due to overwhelming excitement. He keeps looking directly at the screen, then points and shouts:


Guy:        (excited; can barely contain himself)

 
Look, look, look!


But, the Friend doesn't know what to look at, so he casually asks with a confused expression:

Friend:    (confused)
   
Look at what?

The Guy points again.

Guy:        (quick response; hysterically excited)

Look there!

The Friend turns around, his eyes glance over the screen, but he doesn't notice anything. The Guy is hysterical at this stage, as he can't contain his excitement anymore. The problem is, the more excited he gets the harder he finds it to verbalise what he's looking at. Eventually, he manages to get these words out:

Guy:        (overwhelmed; finds it hard to put to words what he is seeing)

I... I can't... I can't believe my eyes...

The Guy keeps looking at the screen and smiles. The Friend keeps his nonchalant attitude, although he does look a little concerned. He asks the Guy in a calm and collected way:

Friend:    (nonchalant; yet inquisitive)

What are you on about, man?

The Guy prepares himself to break the news to his Friend. This is the big build up, and he is trying really hard to find the correct words. He manages the following:

Guy:        (lots of effort; struggles)

They... they've got...

Then suddenly, the Friend turns his head towards the camera again and finally notices (although he doesn't know that it is what the Guy intended to show him). His face lights up as he interrupts the Guy:

Friend:    (surprised and excited; emphasise No Way)
 

No way, they've got Jack Black.

The camera moves a bit back, revealing a beer tap.  The two guys are blurred into the background, in order to focus on the beer tap as the hero. The logo is prominent: Jack Black. The announcer states the following while the camera focuses on the beer tap:

ANNCR:    (similar to the movie man voice)
 

Yes way. Jack Black's premium micro-brews are made in small batches, using only the finest natural ingredients to ensure refreshing quality.

Fade out to black, with the Jack Black logo superimposed on the blank background.

ANNCR:    (pay-off line; emphasise No Way as if he's really surprised)
 

Jack Black. Premium Beer.

End.
 

Then, after the introduction of the brand into the market, posters will be put up in places that stock Jack Black Beer. People who have seen or heard the ads, will get it immediately.

Run Better

New Balance specialises in manufacturing running shoes that assist runners to run with the utmost comfort. I created a little clip to capture a runner's monologue, explaining why this person chooses to run. The runner's confidence comes from the knowing that New Balance will be there every step of the way, allowing the runner to face the extra mile.

 The script reads:

People usually ask me:
What are you running from?
The thing is, I don't run from anything.
I run towards my destination.
So, when people ask me:
What are you running from?
I usually say, I run from whatever it is that keeps you from running.

Run Better.

Piquant

Small cars have been big in Europe for ages. I remember after my dad's first trip to Spain, he had a photo of one of these small cars. Then another, of him and some of his travel companions next to it. It was something fresh and exciting, it was something you wanted to pose next to for photographs.

Nowadays, small cars are everywhere! Thanks to its numerous cost effective offerings (like low fuel consumption), small cars have become a popular choice for many a first-time buyer.

I scamped up two print ads for Kia Picanto. I used the word Piquant as my concept line, as the word itself means exciting to the mind. I wanted to communicate that there is more to this little car than what meets the eye - with a simple, stimulating execution that will excite your mind.

 

Tough Protection

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 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.

Upset?

Here is a quick scamp I made for Imodium, with a fun approach to pharmaceutical products. It's a little conceptual, but you don't have to wreck your brain to understand it.