- The target audience for the TV advert is young adults aged 15-18, with an almost even gender split. - Existing TV ads are generally more effective than print or radio as they allow for more creative use of visuals and camera techniques to engage the audience. - The proposed campaign idea promotes the mental health benefits of smiling and is well-aligned with the client's needs for a TV advert on this topic. - The advert will feature people answering questions about smiling and explain how it reduces stress and improves mental health, while also highlighting the negative effects of not smiling enough.