TV & YouTube
Creative Brief
TV Script
w/ storyboard
w/ final frames
TV Script
TV Rationale
The three TV channels that the advertisement will play on are HGTV, Hallmark, and Discovery. These channels attract the target audience. Sherpäni is advertising the Skye Shoulder Bag to adventure-seeking women. Firstly, HGTV primarily attracts women ages 25-54, which follows the desired audience. Since the advertisement is holiday-themed, Sherpäni chose Hallmark because they are known for lighthearted, cozy holiday films. Finally, Discovery attracts adventure seeking adults which aligns with the type of bag being advertised.
​
The choice to do a white elephant party with a small handbag was chosen to represent a universal experience. White elephant parties happen at most holiday Christmas parties and are a fun, universal holiday game. Sherpäni decided to stray from the family gift-giving advertisement and wanted to include friends to narrow the audience. When college kids return home for the holidays, not only do they see their family, but also they see their friends.
​
The keyframe is scene six where the bag is being fought over. It encapsulates the idea of wanting to be on trend while also being surrounded by friends or family for the holidays. Also, it gives the audience a close-up look at the product right before the ad ends. The keyframe emphasizes the idea of wanting to have the next best thing - and that is the Sherpäni Skye Shoulder Bag. Holiday music was used to relate to the overall theme of the advertisement. The use of SFX helps to connect the audience to the scene. The tone of the talent coincides with that of how Sherpäni wants the audience to feel.
Produced TV Ad
YouTube Script
w/ storyboard
YouTube Script
w/ final frames
YouTube Rationale
The first video the advertisement will play before is a holiday gift guide video on a female influencer’s channel. Women ages 25-30 are likely to watch influencer content to get ideas on what is trending. If the viewer is looking for trendy holiday gift ideas, the ad playing before the video will put Sherpäni on the consumer’s radar.
https://www.youtube.com/watch?v=8auuUX7KyMA&pp=ygUdMjAyNCBnaXJscyBob2xpZGF5IGdpZnQgZ3VpZGU%3D
​
The second video the ad will play before is a holiday outfit inspiration video. The video shows ideas of what to wear for a holiday party or event. Since the Sherpäni bag is an accessory, the audience will see the bag and want to purchase it for their next outfit.
https://www.youtube.com/watch?v=ADE5VHOp9ro&pp=ygUWY2hyaXN0bWFzIG91dGZpdCBpbnNwbw%3D%3D
The third video that the ad will play before one of Asia Jackson’s videos. Asia is a 30 year old fashion YouTuber from California. She has 685k subscribers, which is a large platform. She is known for making videos that give fashion advice to keep up with the trends. The advertisement playing before one of her videos would be beneficial because Asia has a large female audience that is interested in the fashion scene.
https://youtu.be/klKVm1FALhs?si=o5-X7vOsUnDSzzyd
​
The ad is essentially the same as the TV ad, to keep the synergy and main message clear. It is shorter to match the medium on which it is being played. The same creative rationale applies. College students make time to see their friends while on break for the holidays. College students want to be on trend and be fashionable amongst their friends. This ad encapsulates the idea of wanting to have the next best thing - and that is the Sherpäni Skye Shoulder Bag. The key frame is the same for the TV ad - the shot of the bag being pulled in many directions. The bag being fought over encapsulates the main message of the bag everyone wants this holiday season. The frame showcases this message by emphasizing the popularity effect the bag has. The music and SFX in the YouTube pre-roll are similar to that of the TV ad, because the pre-roll is a shorter version of the TV ad.