The brief was to create an emotionally intense commercial with a comedic relief in the end. The instructor urged us to use cliche techniques and storylines and breathe new life to them. The brand could be of our choosing as long as it was in the Food & Beverage industry.
The approach chosen was to crate a commercial for Dove chocolate but give it a twist. We all know eating candy is part of everyone's cheat day but what if the cheating was a tad more literal? The approach was to use the cliche "caught in the act" moments from pop culture with overdramatic acoustics in the beginning of the video to create a tense emotional state that would resolve in a big laugh at the end when the reveal happens.
The result is to drive brand awareness for Dove Chocolate and make it more appealing and authentic to the eyes of the Zillennial consumer.