Creative Brief

1) Background / Overview:

This is a commercial for the social media website tumblr. We want new users to sign up and create “microblogs” which allows them to have an platform for their creativity, opinions, and interests. Tumblr uses can also stay in the loop with things relevant to their interests, populating their feed by following other tumblr who blog about such things. Tumblr users are encourage to interact with one another if they have common interests. This makes it unique from other social media sites and services.

2) What is the objective, the purpose of the ad?

We want users to see their tumblr blog as their own personal space; where they can surrounded with things they like and enjoy as well as their own content they create to share with others. They can also interact with other tumblr users who share interests with them by following one another’s blogs.

3) Target audience: who are we talking to?

The commercial ad will be aimed at people between the ages of 14 and 25. Essentially high schoolers and college kids who stay on campus or just hangout on weekends with friends spending weekdays at home. This audience have particularly nerdy interests. The ad will try to appeal women viewers primarily.

The audience is apart of a unique generation that grew up in homes with a computer with an internet connection and a cellphones in their pockets. This audience is the type to shamelessly take selfies and share them online. They may also already use other social networking/media sites like twitter, facebook, and or youtube. The audience may have relatively niche interest or simply like to engage others about shows they watch, music they listen too, and clothes they wear. These are the type of people who are passionate about what they take interest in.

4) Where will the ad air

The ad where air on channels like nickelodeon, cartoon network, the disney channel, and Disney XD during their more mature programming. MTV and VH1 are other locations where the ad will air.

5) Tone of the ad

The tone of the ad is lighthearted and fun. The commercial should be charming, cute, pleasant, and sweet to it’s audience.

Script

(I’m initially taking the ‘show not tell’ approach with this ‘script’ so there will be a lack of dialog in the commercial)

A vibrant but lonely little planet is pleasantly in orbit.

On the surface of the planet there’s a young woman parading about equipped with a baton and objects like movies posters, article of clothing, handheld video game consoles, and plushies following her lead. All of the objects are cartoonly personified with happy expressions on their ‘faces’.

The handheld gaming console breaks formation to point something in the sky out to the young woman.

The handheld console directs the young woman to a clearing.

The clouds part as a rocketship makes its way down to the clearing.

The rocket ship lands.

An astronaut emerges from the rocket ship.

The young woman and the console looks surprised and nearly frightened.

The astronaut takes off his helmet and reveals himself to be a young man. He waves

He too has a game console like the young woman’s.

Both game consoles run towards each other and embrace and the woman waves back and smiles.

Back in orbit her planet and presumably the young man’s are now in the same orbit.

In the center of their universes is the tumblr logo.