Advert Development

In this project, I will be advertising a product produced by a leading audio brand 'Beats by Dr. Dre'. But before I start planning on advertising this particular product, I'll have to delve deeper into the origin of the its brand. 

The Brand

Beats Electronics was founded by Andre Romelle Young (AKA Dr. Dre), a well-known American rapper, songwriter, record producer, entrepreneur, record executive, actor, and audio engineer. He is a pioneer within the music genre of gangsta rap, finding fame with the revolutionary group 'N.W.A', who was also well-known for the excessive use of explicit lyrics which they made popular. Throughout his career, he has maintained a true passion for music and audio engineering which resulted in him being one of the wealthiest figures in the hip-hip industry, building a net worth of $800m as of 2018. Beats By Dr. Dre was first established in 2006, however in 2008, the company, partnering with audio and video component manufacturer Monster Cable, released their first product, which were studio headphones. Their initial method of advertising relied on the use of popular hip-hop artists promoting their product by using them in music videos, which established their young adult demographic. One year after the first release of studio headphones, the audio manufacturer had already racked up revenues of $180m. Over the following years, Beats By Dr. Dre produced the famous Beats Pill and more advanced Beats Headphones, which captured the eye of millions of young adults/teenagers and became one of the most popular audio brands ever. This resulted in Apple, a prominent hardware and software giant, to offer a negotiable $3.2 billion to purchase the company. This was by far Apples largest purchase and now stocks Beats products within all their stores as of now. Overall, Dr Dre's initial aim was to allow users to "hear what the artist hears" as he believed that previous headphone brands prevented customers from hearing "all" of the music and extinguished the effort generated by rappers and general music creators. They are particularly well-known for their amount of bass provided in their products and still stand as one of the most successful and popular audio businesses to date. 

The Product

The product in which I will be advertising is one of their most well-known pieces of audio equipment which will be their latest version of the 'Beats Pill'. While being accessible and easy to function, the Beats Pill+ provides exceptional sound quality when it comes to playing music, answering phone calls and so on. With its design that defines simplicity, the Beats Pill+ is built with a stereo active 2-way crossover system that helps towards creating an optimised sound field for dynamic range. With bluetooth installed, the speaker enables you to effortlessly connect to your phone which you can accompany with the Beats Pill+ app. By downloading the app, you will unlock features that help towards pairing your speaker to secondary sound source. This feature helps bring you and your friends together at the centre of your music like never before. The Beats Pill+ was unveiled in October 2015 and was the first product to be released under the ownership of Apple. Although the product has already been out for quite a while, the speaker still maintains its popularity and relevance. It is available to be purchased within any electrical retailer and is also obtainable online. The release price was originally £230 but as since decreased to £130-£160. According to certain reports, their target market has estimated to be towards a group which have a majority of males, who are technology interested and have money to spend on a reliable product whilst also valuing the brand. Many of Beats By Dr. Dre's audiences are solely attracted to their products due to the recognisable brand name and desire to abide by mainstream ideas and products. My demographic will consist of a modern audience which I will attract by utilising currently popular music and a young cast. 

The Idea

For my television advert, my idea is to present as many of the much loved features of the Beats Pill+, by telling a story that allows these properties to shine through, while also showcasing the beautifully simple design. In my advertisement, I will be mainly focusing on the key factors that come with the Beats Pill+ such as its outstanding audio quality. The visuals I will include will present cinematic techniques symbolising the high quality of the product that I am advertising and will resemble certain Apple commercials. My main idea when it comes to my advert will to emphasise the portability of the product and how it can be taken to anywhere including interior and exterior environments. I will also focus on the main reason that most customers would purchase this product; the volume and sound quality. I will do this by presenting a storyline that exemplifies the high volume that comes with the Beats Pill+. I will also be utilising modern music to emphasise the type of audience of which the product is targeting as well as symbolising how the product uses modern technology. The basic storyline of my advert idea will be presented in the following storyboard. Essentially, my advert will begin by introducing the main character, who is walking and listening to music, nothing out of the ordinary. The age in which the main character will be will emphasise the type of audience I am targeting. The character will then become disturbed by a sound coming from the distance. The sound startles yet intrigues him due to the quality of the sound. I have done this to emphasise the great quality of the sound as well as the volume it produces as we can see that the character can still hear it although being far away and already wearing headphones. The character continues to pursue the sound. Finally reaching the origin of the sound, the character feels captivated by its outstanding audio quality and continues to dance. I have done this to emphasise the product positive effect on users.

When it comes to music usage, I have chosen recently released music to portray the modernity of the product and how its popularity has been maintained although originally being released in 2015. This music will be an important and prime element of my advert, due to it being utilised to emphasise the sound quality of the product I am advertising. The sound will also be a main component in my radio advert. My radio advert will include the same soundtrack, however contrasting to my TV commercial, I will also be using a voiceover. The voiceover will outline the main qualities of the product such as its technical structure. Voiceover script;

When it comes to style, I will be creating a professional atmosphere, similarly to most Apple commercials. I will do this by capturing footage in 4K and using cinematic techniques such as slow motion. I will also be incorporating a story within the commercial.

• What style is it (use moodboard plus examples of other adverts - consider embedding videos)