TV Advertisement - Cadbury Creme Egg - Tonight's The Night

Cadbury Creme Egg - Tonights The Night

Structure -

This advert features a man talking to a crème egg. He appears to be getting ready for a date & is practicing what he will say to his date to an image of a crème egg. This advert uses both a realistic and non-realistic narrative. It is realistic as it is a real life scenario; the way he is practicing in front of a mirror could be relatable to viewers. It is non-realistic as he is talking to a Crème Egg, not an actual person.  

The lead character pulls many funny faces to the camera, which is relatable as if anybody was caught doing this they would be embarrassed. For this reason this advert is funny and humorous. As this advert is funny people will talk about it, therefore the product will become more popular. This advert is part of a series, although these do not follow the usual conventions by following on from each other. They are all advertising the same product in similar ways although they all feature different story lines & characters. This makes each advert interesting to the viewer. 

Who is the target market and how are they targeted by the advertisement? Persuasive techniques used?

Repetition is used to promote the product. The crème egg image is featured a few times to reiterate what the product is. The word egg is also spoken. This encourages the audience to purchase their product as they think that it is new and exciting. 

The end of the advert states that they won't be around for long, therefore encouraging the audience that they should buy them before they sell out or are no longer available.  It implies that you should purchase one now as they won't be around for long as they use the catchphrase "have a fling with a crème egg". A fling is a relationship that doesn't last long; therefore you should enjoy it whilst it lasts. This is a clever marketing idea as it makes the viewer rush out to buy one because they are not around for long. 

The target audience for this television advertisement is aged at fifteen and above to fully understand it, although anybody who likes chocolate will take an interest. 

Techniques-

This advert is shot to make it appear as if he is looking into a mirror. Close ups are used to show the faces he pulls to the camera, from a mirror perspective. We see a long shot showing at the beginning of this advert showing him in his bedroom, to set the scene. Then we see him looking into the mirror, and then him as though the camera is behind the mirror, showing the viewer the mirrors POV (Point Of View). This is funny or the viewer as we see that he is making faces to the mirror & crème egg as though he is alone. This makes it funny as it is embarrassing. Viewers can relate to this as they would be embarrassed if they were caught doing this, therefore it is funny. This is shown using a medium over the shoulder shot to show both the male character and the Crème Egg. This is the first time we see a Crème Egg and realise that this is who he is flirting with. The element of surprise leaves the viewer guessing exactly who he is speaking to.

The shots where the male character is pulling funny 'seductive' faces at the Crème Egg are shown using jump cuts. This allows the viewer to see lots of faces in a short space of time. Visible cuts are seen when he is making different faces and the scenes flick from one face to another. This is to stop it getting boring by featuring the same face over and over again. 

Low key lighting is used to reinforce the intimate and private setting. We see that it is the evening and that he is getting ready to go out on a date. Lamps and overhead lights are used to create soft lighting. This is used to show intimacy and privacy between the lead character and his "date" the Crème Egg. Hard artificial lighting is used for the scenes showing the mirrors POV, as we can see from the shadows on his face.

There is no soundtrack or background music used in this advert & the only sounds are the main character speaking. He is chatting up the crème egg and there is a voice over at the end, saying "Have a fling with a crème egg". This is because they will not be around for long as they are only available around Easter.

This advert is reminiscent of a popular scene from the film 'Taxi Driver'. Here we see Robert De Niro talking to himself and posing into a mirror, pretending he is talking to his enemies. It is amusing and the Crème Egg advert is filmed in a similar way. In both we see the mirrors POV.

Characteristics of the product or service -

Creme Eggs are made by Cadburys and their chocolate is made in the UK. Their iconic purple colour theme is used throughout their product range. The packaging for the Creme Egg features the colours red, purple and yellow, along with Cadbury's purple logo. These colours are used repeatedly throughout the advertisement (On the poster of the Creme Egg and at the end of the advertisement) to keep reminding the viewer what to look out for when purchasing the product. A unique selling point of the Creme Egg is unique as its egg shape. There is a large yellow splatter on the packaging, showing the yolk from an egg. The shape and packaging are relevant to the product as it is only around for a short period of time, for Easter. This makes viewers want to purchase the product as they will not be available for long. This is a good sales technique as they are telling their viewers that they have to go and get one as soon as possible as they won't be around for long. This is a benefit of purchasing the product, that you can purchase one before they stop being sold in shops.

The main competitors for the Cadbury Creme Egg would be the Maltesers Bunny, made by Mars, as this too is only around for a short period of time during Easter. These were first inroduced in 2010. The Creme Egg has been around since 1963, making it an seasonal treat. The Maltesers Bunny is not marketed as being around for a short period of time, unlike the Creme Egg. This is a great sales technique as it makes the viewer scared that if they do not purchase the product as soon as possible they will miss out.