Smile Campaign | Existing Products

 

Existing Products

This advert helps get the point of asking your mates how they really feel and does so by using iconic people from the England squad. This is done so that people can see it's not just normal people who suffer from stress and mental health but also big celebrities which would hopefully make them more comfortable with talking about themselves.

 In this mental health advert we see how the scene is constantly moving in order to keep up the pace of the action, this could link with people who have busier days suffer more from mental health and stress due to the responsibilities they have. The scene also changes with the help of jump cuts cutting to different scenes quite frequently this could be to simulate a busy work day. In this case we are in the boots of a footballer for the England squad with all the people around him asking similar questions if he is feeling ok etc but then the one guy at the end asks how are you really feeling which is a question that is often overlooked which can also be saw as one of the main points of the advert. This is the main point of the advert by repeating the question a few times it will make people notice and think to ask people they know how they're feeling. The advert places us in the shoes of a footballer as these people are looked up to by so many people it may just make people act like how they see in this video which would also get the main message of the advert across.  As the advert is shot in first person it gives the immersion that we are really there and we are that specific player in the situations he is in. Near the end we see the character with another guy engaged in a conversation 1 on 1. The use of the eye level shot makes it feel a lot more personal with a personal connection between the two. The way the other guy is looking directly at "us" it also shows that he is a friendly character which could symbolise one of your good mates. This ultimately makes the viewer think and hopefully get them to act on what they have just seen by asking one of their family or friends how they really are they. This should hopefully have the desired effect on getting people talking about if anything is wrong and then it can be dealt with and they can get the help they need.

Throughout the advert we are confronted by many different scenarios everything from the start of the day to just before the start of the game, this gives a semi-accurate representation of what the footballers go through and how stress might be in their lives but it also makes us, the viewer, think about how stress and mental health is apparent in our day to day life. The way sound is used by the crowd at the end shows how stress can affect people differently, the way the crowd is supporting the team and chanting gives the players a huge responsibility when playing the game and feeling as if they have to win to not disappoint their fans. This would ultimately cause stress to anyone as this it is a responsibility to do well and succeed but if they don't they will start to develop issues with mental health as it will slowly get to them by not succeeding.

The use of the different shots types are to intrigue the audience and to make them feel that they are the ones in the advert rushing a about. This is clear to see due to the first person angle throughout the advertisement and helps the reader see the story from a more personal viewpoint as in the advertisement the use of direct address is all over. The sound design is also very effective at getting the viewers attention and making them watch the advert, the use of the fast paced music paired with the fast paced video clips that tell the story pair really well and have an effective outcome.

Print Advert

As for print adverts they keep them rather simple in this example we see coca cola using their brand colour as the background and using their products to make a smile. The way they use their product as the dominant image in the smile can and will associate the brand with happiness and then convince people to buy the product to be happy. They then have a few words which send a message to the viewer. This advert is quiet simple and easy to understand due to the simplistic design but does effectively send a happy message over to the viewer. It is a rather old advert but as it is a simple design it could be changed slightly in order to be used in current day and wouldn't look too out of place. Overall, the advert is rather simple and doesnt hold a lot of information on a simple mast head and design. There is no slogans or taglines or any other images just the dominant image and the main sell line or mast head.

I believe they have kept their advert simple in order to not overwhelm the reader with un necessary information which could take them away from the real meaning of the advert. The print advert is effective because of how simple it is, this means it only takes a glance from a person and they can distinguish that their is a smile their and then understand without having to read through loads of useless, unrelated information. As the design is so simple we can infer their intended audience are people of all ages therefore making it easy for all people to understand. This is good as it shows that the are taking everyone one into consideration when designing the advert therefore not leaving anyone out which could of caused problems if they had aimed it towards a certain group of people and left others out.