Creative Content

The plan for the commercial isn’t too complicated. Honestly, I’m keeping the commercial quite simple. The design is a black background with white text fading in and out. "Designing an ad is key successful communication" (Advertising by Design, Robin Landa, pg 65) so I've decided to keep the design simple to communicate to the audience better. I’m going to utilize text and sounds to emotionally connect with the viewer. The background is going to be black and the text is going to be white to give the commercial a nice contrast; making it easy to read because of the dead space around the text. Who said "all blank space must be filled" (Advertising by Design, Robin Landa, pg 129)?

The commercial is going to present the viewer with factual information, also known as supports, about unplanned pregnancy and diseases. "A support backs up your claim" (Advertising by Design, Robin Landa, pg 64).The information is going to fade in with an evaporating effect on the letters and words. After the text has appeared, the text will remain there for a second or two then fade away. The first set of information is going to be targeted towards unplanned pregnancy. The next set of information is going to be targeted towards STD’s. The pregnancy and STD information are suppose to touch the viewer and emotionally scare them. Occurrences, such as these, "happen right under our noses" (Advertising by Design, Robin Landa, pg 72) but we don't know it. At this time, they would want to prevent themselves from being a victim of unplanned pregnancy and an STD. The message “STOP” and “before it’s too late” will then follow. This message is to confirm their thoughts on what they could do to prevent themselves. Lastly, the Trojan condom brand logo will appear, followed by the slogan (Be Smart).

After the viewer sees the information, he/she is going to think the obvious, which is use a condom. What directs the viewer to buy specifically a Trojan brand condom? According to other condom commercials, they offer pleasure but not safety. This Trojan commercial is going to offer the consumer safety when using Trojan products. Since the target audience is young adults/teenagers, their group’s population will definitely want pleasure before safety. The commercial doesn’t advertise pleasure because there’s already many Trojan commercials advertising that. But does anyone know how safe a Trojan condom is? The commercial does exactly what it’s supposed to do, which is advertise its safety.