1. The document outlines an advertising workshop on the brand Cillit Bang, a cleaning product known for its energetic spokesperson Barry Scott. 2. Participants are asked to critique past Cillit Bang campaigns and create new storyboards for a 30-60 second advertisement, considering the target audience and messaging. 3. Links are provided to videos of past Cillit Bang ads and student examples for inspiration.

1. Advertising Workshop David Bird

3. Schedule Video Streamed from the web site The Case of Cillit Bang Cillit Bang Mashups Barry Scott and the bad publicity A global brand Some student “rushes”

4. Cillit Bang Video Watch these videos http://www.cillitbang.co.uk/in_action.shtml http://uk.youtube.com/watch?v=1gKjjEctWuo

5. The Case of Cillit Bang How bad can it get? http://www.cillitbangremix.com/ Losing the link between reality and fantasy http://www.plasticbag.org/archives/2005/09/on_cillit_bang_and_a_new_low_for_marketers/ http://www.plasticbag.org/archives/2005/10/an_apology_from_the_cillit_bang_team/ Good critique http://news.bbc.co.uk/1/hi/magazine/4326446.stm

6. The Global Brand Hungary http://www.cillitbang.hu/home.php Easyoff Bang http://www.easyoffbang.com.br/home.php

7. OK – Let’s Get Jiggy! Describe what’s wrong with the whole “Barry Scott” thing

8. The Big Workshop Questions Describe what’s wrong with the current (or previous) Cillit Bang advertising campaign Describe what works well in the current (or previous) campaign Discuss what you are going to do differently and why will it work Describe what message is currently conveyed. Describe what message you want to convey

9. The Big Workshop Task Produce storyboards that you will use to create a new advertisement for Cillit Bang The ad is 30 or 60 seconds long A maximum of 10 storyboards to be made Things to think about: Who is the target audience? What do you think they’re interested in? What would make them want to buy this product? What would stop them buying a competitor’s alternative?

10. Storyboarding: Making Storyboards What is it? Process of producing sketches of the shots of your script. The end result looks like a comic book of your ad(without the speech bubbles). Why do it? Helps you think about how your ad is going to look Communicates better than words Foresee problems Get a feel for shooting

11. Do I have to be artistic? Hitchcock and Spielberg couldn’t draw but always used Storyboards Experiment quickly and cheaply Test out different versions of how a scene may look and play on camera

12. Tricks for Storyboarding There are tricks to illustrate movement - whether its movement within the frame (actors walking) or the frame moving itself (camera panning etc.)

13. Tricks Arrows Suppose the camera is tracking in, following a bad guy's footsteps Draw in an arrow pointing into shot to show the camera's movement Now the hero's head is pulled back by one of the bad guy's goons Use an arrow to show the movement of the head being turned What about a zoom in? From each corner draw in arrows pointing to the centre, draw in a new smaller frame to show the end of the zoom Use thick white arrows to show camera moves Thin black arrows to show objects moving.

14. Tricks

15. Tricks The floating frame What if you want to show the camera panning to show a cityscape, or following a character as they walk through an airport? Illustrate one shot using more than one storyboard frame showing the key stages of the shot's movement across a number of frames Draw out the entire scene (e.g.. the horizon of a city) and place a frame on it with an arrow indicating the direction of movement.

16. Tricks Transitions - The storyboard can also include transitions in your film. Write these in the gaps between the frames e.g.. “DISSOLVE TO”

17. The Bare Minimum on a Storyboard Sheet Rough drawing of the scene 1. Picture description: Camera Move Shot Light: Seconds: Voice-Over: Speaker Script SFX: Sound/Special-FX

18. Student Rushes An insight into a phone conversation between mother and daughter http://uk.youtube.com/watch?v=ecin5cY6VzY Cillit Bang Invasion http://www.youtube.com/watch?v=0JNGnzYwrL8 Silent Kitchen http://www.youtube.com/watch?v=MQXgywDIM8g&eurl Superman http://www.youtube.com/watch?v=62eZjTEEWsA 1950s http://www.youtube.com/watch?v=YFbWlDFYSho James Bang & Cillit Bang Defeat The Villains Of Dirt And Grime. http://www.youtube.com/watch?v=bPCiJ6dQ46g It's Big http://www.youtube.com/watch?v=lPoyHsv6Tgc

19. The Competition Complete your storyboards Go home/back to school/college Using mobile phone camera, digital stills camera of DV camera Make the advert Edit it using free software Burn it to a CD or place it up on YouTube Send CD or YouTube URL to John! There’s a prize – oh yes!