Research for production: Who is your television advert for and what is the product or service being advertised? What is the deadline for the production? What technical resources will you require to succeed with the brief? Who is the target audience for the production?

Our television advert is for McDonalds services, looking to settle to dispute between whether KFC (Yum! Products) or McDonalds services are of a higher standard by having two representatives of the brand feature in one advertisement. We are not advertising a specific product or an innovative service within the brands but just focusing on the rivalry between the two companies. The target audience for our product is for people between the ages of 6 to 30 as between these ages, it appears that the preferred style of advert is humorous. We are avoiding the use of dialogue so that the product is understandable by all and doesn’t require an excessive amount of knowledge or understanding of the English language to comprehend the action that is featured in the advert. The advert must be ready for distribution before the 19th of December this year.

Age Range: 16 - 60

What is your preferred style of advert?

Just to ensure that the style of advert we were intending to do appeals to a large audience so that everyone can enjoy and appreciate the media.

12/20 people answered that their favourite style of advert was humorous. So we intend to blend action with humour to entertain and please a large scale audience.

Humorous InformativeActionEntertainAnimationDon't like adverts

What is your opinion about the company?

We asked this question to understand how people view the company, their morals and their products. We needed to know if there was any doubt or misconceptions that we needed to fix with our advert.

One point was raised that the increased amount of focus on the 100% chicken, is making people sceptical about what actually is inside the meat.

Another expressed a certain disliking for the company and their products, however, showed a gratitude for the coupons as they offer the homeless a more likely chance of affording a meal. Most of the people we asked stated that McDonalds had a good public persona. In order to maintain this public image, we must ensure the advert doesn’t compromise McDonalds values.

GoodOkayNegative

Who do you consider to be the biggest competition of McDonalds?

Understanding the competition is imperative in order to comprehend whose adverts you will be competing with on broadcasting network to attract attention to the franchise.

The answers were mostly split between KFC and Burger King. Since these restaurants provide the same service but differ in product, it is clear that the standard of the food is the factor that determines popularity and sales.

KFCBurger King

What would force you to make a complaint about an advert?

In order to avoid having people complain about our content, we first must understand what in particular provokes individuals to complain in the first place.

The most popular reason to make a complaint was if the advert was in any way offensive or showing scenes of violence as it provokes unacceptable behaviour in order to obtain a product. So we must steer away from people performing ridiculous actions in order to obtain a product.

Some also stated that lengthy adverts forces people to complain as it begins to become boring and loses a particular focus.

ViolenceInappropriateOffensiveLenghNothingNegativePretentiousBoring

What do you order most frequently from McDonalds?

We are going to feature a McDonalds product at the end of our advert to promote a specific product from McDonalds. From our newest primary research we can conclude: the most popular product in South Essex McDonalds branch is either Chicken Selects or a Big Mac meal. Out of 20 people, 4 people admit to frequently ordering Chicken Selects for lunch or a Big Mac meal. Cross-referencing with our other primary research, more people are more likely to order a hamburger (10) than any other item featuring on the McDonalds menu.

Chicken SelectsCheeseburgerSummer ShakesBig MacChicken WrapNuggetsMcMuffinNothingChicken LegendHappy MealsHamburger

Evaluation

This time, when conducting our primary research, we included a larger variety of people of different ages ranging from 16 to 60 and people of different occupations to ensure the results aren’t biased in any way.

In the future, we should conduct our survey across different areas and towns to reach a larger range of people.

Taking an overview of our results, it is clear to see humour is the most preferred style of advert and many have a positive view of the company. The savers menu is the most popular with the teens but the actual meals are more popular with the adults.

Ideas: Ideas generation could include mind-mapping, group discussion, past and current practice. You should record ideas by way of notes or sketches. You should then produce the following areas in preparation for and during your production period:

We generated two ideas that we thought were worthwhile developing and planning to become advertisements. Both of them focus on entertaining an audience rather than informing them. Here are the two ideas:

The Chase

Sam sits down to eat his McDonalds lunch, puts in his earphones and looks away for one second. He has his lunch bag snatched as “Mr Brightside” begins to play in the background becoming more audible as time progresses. Sam looks back round to see his bag gone and the door out of the studio is just shutting. Dancing to “Mr Brightside” Sam pursues the thief down Southend High-street. Finally, Sam plucks he bag from the thief’s hands as he sits down for lunch and dances off screen.

McYum

A buyer from KFC and a buyer from McDonalds cross paths and vicious brush shoulders and notice the opposing bags. They enter into a Mexican Stand Off and prepare to draw on each other in honour of their respective brands. Both of them pull up at the same time but the end result is kept a secret as the shot flicks back to a studio to see some actors just finishing and walking off set. At which point “Mr Brightside” becomes audible and one of the tech guys comes dancing into the shot.

McYum and The Chase are involved in a progressive chain of adverts which interlink somehow, in this instant it is the use of them song that makes them recognisable as small parts of a bigger story. It’s almost like making a mini McDonalds Universe with characters and stories existing all at the same time.

Pre-production: Paperwork should include some or all of the following - a synopsis, script (where relevant), storyboards, production schedule, location plans, shooting script, risk assessment, crew and actor list.

Synopsis (40 seconds approx.)

Two buyers from opposing companies meet in the street and engage in a Mexican Stand Off in order to honour their respective brands.

Follow Actor 1’s McDonalds bag as he walks down the high street. Follow Actor 2’s KFC bag as he walks down the high street.

Two actors brush shoulders as they pass each other. Actors stop after two steps and freeze. Actors drop their respective bags. Actors straighten posture and turn to face their opponents. Actors stare at each other. Hands begin to tremble and hesitate unsheathing their weapons. Actors draw their weapons as the director wells “cut”. There is a blackout and a clapperboard sounds. Lights bounce up in the studio to a clapperboard being moved further away from the camera. Actors in the background become blurred as they walk off of set. Actor 3, with headphones in starts singing “Mr Blue Sky” dancing across the shot to realise he is on

the wrong shoot.

Script

1 EXT. SOUTHEND HIGHSTREET. AFTERNOON. 1Jack is walking at a casual pace down the high street withhis McDonalds in his right hand, holding it at arm’s length.

2 EXT. SOUTHEND HIGHSTREET. AFTERNOON. 2Jake is walking at a casual pace down the high street withhis KFC in his left hand, holding it at arm’s length.

3 EXT. SOUTHEND HIGHSTREET. AFTERNOON. 3Both Actors continue down their paths which cause them bothto hit each other’s shoulders, at which point the footage isslowed down. As they make contact Jack looks up and round tosee who he has collided with, Jake does the same. On seeingeach each other, the two make a couple more steps beforefreezing. Jake and Jack drop their bags to the floor. TheGood The Bad And The Ugly theme starts. Jack raises his headto look past the camera. Jake raises his head. Jack and Jaketurn themselves around to face one another. Jack narrows hiseyes to almost a squint. Jake narrows his eyes to almost asquint. Jack’s hands begin to tremble andhesitate unsheathing his weapon. Jake’s hands begin totremble and hesitate unsheathing his weapon. Slow motion:Jake unsheathes his weapon, flicking back his jacket in theprocess. Slow motion: Jack and Jake unsheathe their weapons,flicking back their jackets. Music stops

4 INT. SOUTHESSEX COLLEGE STUDIO 4Jack and Jake come out of final position and walk off of setout of shot. Drew enters the shot with headphones in singingand dancing to "Mr Blue Sky". When he gets to the middle ofthe camera he looks directly into the lens and freezes.Drew assess his surroundings looking for other people inthe studio before slowly walking back out of shot.

Shooting Script

1 EXT. SOUTHEND HIGHSTREET. AFTERNOON. 1

Jack is walking at a casual pace down the high street withhis McDonalds in his right hand, holding it at arm’s length.

2 EXT. SOUTHEND HIGHSTREET. AFTERNOON. 2Jake is walking at a casual pace down the high street withhis KFC in his left hand, holding it at arm’s length.

3 EXT. SOUTHEND HIGHSTREET. AFTERNOON. 3Both Actors continue down their paths which cause them bothto hit each other’s shoulders, at which point the footage isslowed down. As they make contact Jack looks up and round tosee who he has collided with, Jake does the same. On seeingeach each other, the two make a couple more steps beforefreezing. Jake and Jack drop their bags to the floor. TheGood The Bad And The Ugly theme starts. Jack raises his headto look past the camera. Jake raises his head. Jack and Jaketurn themselves around to face one another. Jack narrows hiseyes to almost a squint. Jake narrows his eyes to almost asquint. Jack’s hands begin to tremble andhesitate unsheathing his weapon. Jake’s hands begin totremble and hesitate unsheathing his weapon. Slow motion:Jake unsheathes his weapon, flicking back his jacket in theprocess. Slow motion: Jack and Jake unsheathe their weapons,flicking back their jackets. Music stops

4 INT. SOUTHESSEX COLLEGE STUDIO 4Jack and Jake come out of final position and walk off of setout of shot. Drew enters the shot with headphones in singingand dancing to "Mr Blue Sky". When he gets to the middle ofthe camera he looks directly into the lens and freezes.Drew assess his surroundings looking for other people inthe studio before slowly walking back out of shot.

Crew

Director

Jake Medland

Scriptwriter

Jack Burke

Actors

Jack Burke

Jake Medland

Robbie Heidstra

Risk Assessment

Camera operators

Jack Burke

Jake Medland

Robbie Heidstra

Editors

Jack Burke

Jake Medland

Health and Safety Policy

Purpose of policy

1. McDonalds (the Employer) has issued this policy to clarify exactly who is responsible for health and safety matters and what those responsibilities are.

2. This is a statement of policy only and does not form part of your contract of employment. The Employer may change sections of this policy. The Employer will review the policy to ensure it’s effectiveness is not compromised.

Who is responsible for workplace health and safety?

3. Achieving a healthy and safe workplace is a collective task shared between the Employer and staff. All are governed by the policy and the rules contained in it, irrespective of job role, seniority and working hours.

Employer responsibilities

4. The Employer is responsible for:

a. Taking reasonable steps to safeguard the health and safety of staff, those affected by business activities and everyone on the premises;

b. Identifying health and safety risks and working to lower the risk of its occurance;c. Providing a safe and healthy place of work and safe entry and exit point for every situation;d. Providing and maintaining safe working areas with checked and tested equipment and, where

necessary, appropriate protective clothing;e. Providing adequate information, instruction, training and supervision to enable all staff to

complete their work safely and avoid hazards;f. Ensuring any health and safety representatives receive appropriate training to carry out their

role effectively;g. Promoting effective communication and consultation between the Employer and staff

concerning health and safety matters;h. Regularly monitoring and reviewing the management of the health and safety at work, making

any necessary changes and bringing those to attention to all staff.5. Jack Burke has overall responsibility for health and safety matters and has appointed himslef as the

Principal Health and Safety Officer.6. Any concerns about health and safety should be reported to the Principal Health and Safety Officer.

Responsibilities of all staff

General staff responsibilities

7. All staff must:a. Take responsibility for their own health and safety and be aware of others that may be

affected by their actions;b. Co-operate with the Principal Health and Safety Officer and the Employer to help enforce

and maintain health and safety;c. Abide by health and safety instructions;d. Keep the workplace hazard-freee. Report all health and safety concerns to the Principal Health and Safety Officer promptly,

including any potential risk, hazard or malfunction of equipment, however minor or trivial it may seem;

f. Co-operate in the Employer’s investigation of any incident or accident.

Staff responsibilities relating to equipment

8. All staff must:a. Use equipment as directed by any instruction given by representatives of management or

follow instruction from previous training;b. Report any fault with, damage to or concern about equipment to the Principal Health and

Safety Officer, who is responsible for maintenance and safety of equipment;c. Not attempt to repair equipment if they have not received appropriate raining to do so.

Staff responsibilities relating to accidents and first aid

9. All staff musta. Promptly report any accident at work involving personal injury, however trivial, to the

Principal Health and Safety Officer so that details can be recorded in the Accident Book and cooperate with the associated investigation;

b. Be aware of those surrounding them and their qualifications in health and safety;c. If an accident occurs, dial the production company and ask for the duty first aider, giving

name, location, brief details and the problem.d. Inform the Principal Health and Safety Officer of any injuries or wok-related disease, so tha it

can be recorded the reports submitted under the Reporting of Injuries, Diseases and Dangerous Occurrences Regulations.

Staff responsibilities relating to national health alerts

10. If an epidemic or pandemic alert is issued, all staff must comply and co-operate with all instructions, arrangements and advice issued by the Employer as to the organisation of business operations and steps to be taken by staff to minimise the risk of infection. Any questions should be referred to the Principal Health and Safety Officer.

Staff responsibilities relating to emergency evacuation and fire

11. All staff must:a. Familiarise themselves with the fashion of evacuation during the vent of a fire;b. Ensure they are aware of the location of fire extinguishers, fire exits and alternative ways of

leaving the building/site in an emergency;c. Comply with the instructions of fire-wardens during a fire, suspected fire, drill or fire alarm;d. Co-operate in fire drills and take them seriously;e. Ensure fire exits or fire notices or emergency exit signs are not obstructed;f. Notify the Principal Health and Safety Officer immediately of any circumstance, which might

hinder or delay your evacuation in a fire.12. On discovering a fire, all staff must:

a. Immediately trigger the nearest fire alarm and, if time permits, call the Emergency Services and notify them of the location of the fire;

b. Attempt to tackle the fire ONLY if they have been trained;13. On hearing the fire alarm, all staff must:

a. Immediately evacuate the building/site, walking quickly, following any instructions of the fire-wardens;

b. Leave personal belongingsc. Remain out of the building until told it is safe to re-enter.

Risk assessments, display screen equipment and manual handling

14. The Employer will assess any risks and consider measures to best minimise any risk. The Employer will carry out general workplace risk assessments weekly or at request. The Principal Health and Safety Officer is responsible for workplace risk assessment and any measures to control risks.

15. Staff, who use a computer for prolonged periods should try, where possible to organise short breaks every few hours away from the computer screen.

Non-compliance with health and safety rules

16. Any breach of health and safety rules or failure to comply with this policy will be taken very seriously and is likely to result in disciplinary action against the offender, in accordance with the Employer’s disciplinary policy, up to and including immediate dismissal.

Schedule: For shooting, we will film on the 27th of December and if needed, the 28th. After that, we will start editing on the 4th and beyond that date until completion, on the 7th, 11th, 12th and 14th of December.

Location Plans

Initially, we wanted to film in an alleyway as it would add to the suspense of the advert, however, the width of the location limited the view and spread of the shots so we decided to move to a move open space to allow the camera to have better wide and panoramic opportunities. Keeping this in mind, we decided to move to an open area just in front of the theme park where is wasn’t as busy – less hazards for us to deal with during production.

Production: What technology will you use, such as cameras, tripods, microphones and/or lights. Be sure to consider and document health and safety based elements.

We used a Canon DSLR camera to capture our footage for the advert. Along with this, we also used a tripod for shots which required both of us on the screen with no-one operating the camera as in the end, it was only Jack and myself who made the advert. We had to purchase our own SD card to keep the footage on and then take to put on a mac and edit. We did not use any other pieces of equipment as our advert did not require sound from the people featured in the advert, instead using the soundtrack from The Good, The Bad and The Ugly.

We have documented health and safety elements in the risk assessment above, which takes into consideration the risks of using the given equipment as well as other hazards.

Post-production: How will you edit, with what software and in what style? What decisions did you make in post to add to your production?

In the editing process, myself and Jack had the idea to add the theme to “The Good, The Bad & The Ugly” to our piece, giving it a more authentic western feel to it. We used Premiere Pro Creative cloud and used many things on the software to touch up our advert. For starters, we added a different colour to the advert itself, making it more orange and feel like the sun was blazing when in reality, the weather was quite blue with dark clouds in the sky. Along with this, we also used many transitions as well as hard cuts as to fit with the music, which we believe to have worked quite well. We also added the McDonald’s logo at the end to show who the advert was in favour of, as well as the recognizable whistle jingle that McDonald’s have on all their adverts. After seeing this when fully developed, we decided it would be best to add a film grain to the piece top make it feel even more authentic and like a classic western film, with it seeming like it was filmed on a 30 mm camera.

Advert Link: https://www.youtube.com/watch?v=I13nRIAfl0A