An animatic for the Paradis dessert was tested on a group of thirty consumers that use products from this category.
In the first seconds of the advert, when the Angels prepare the dessert in the clouds, we see a surge in joy. Consumers are emotionally engaged when watching the opening shots. There is a positive surprise to the scene with the angel helping her friends and eventually putting the dessert away in a fridge. The fact these two worlds (world of angels and humans) are connected with a fridge still evokes positive emotions.
The emotional engagement drops in subsequent scenes when we see the picture from within the fridge. At that moment, the level of joy drops and there is a small degree of anger, due to the fact that information is being processed very intensively. This scene is quite complicated for the viewer.
The product demo itself and the hero tasting the dessert is engaging and sparks joy. Positive emotions drop in the scene of interaction between the female character and the man. In that scene there is anger and positive emotions drop. The interaction between the characters is seen as an argument (the character won’t give some of the dessert to the partner – the characters are divided also in the visual sphere). Such an understanding and such emotions lead to disappointment – “it was all supposed to be heavenly, ended up as it always does”. The positive emotions do not return until the end of the advert.
The second part of the ad, instead of suggesting a conflict between the heroes, should transfer the angelic atmosphere of cooperation to the home and allow both heroes enjoy their dessert.
Idea for advertising in the form of animatic
An animatic for the Paradis dessert was tested on a group of thirty consumers that use products from this category.
In the first seconds of the advert, when the Angels prepare the dessert in the clouds, we see a surge in joy. Consumers are emotionally engaged when watching the opening shots. There is a positive surprise to the scene with the angel helping her friends and eventually putting the dessert away in a fridge. The fact these two worlds (world of angels and humans) are connected with a fridge still evokes positive emotions.
The emotional engagement drops in subsequent scenes when we see the picture from within the fridge. At that moment, the level of joy drops and there is a small degree of anger, due to the fact that information is being processed very intensively. This scene is quite complicated for the viewer.
The product demo itself and the hero tasting the dessert is engaging and sparks joy. Positive emotions drop in the scene of interaction between the female character and the man. In that scene there is anger and positive emotions drop. The interaction between the characters is seen as an argument (the character won’t give some of the dessert to the partner – the characters are divided also in the visual sphere). Such an understanding and such emotions lead to disappointment – “it was all supposed to be heavenly, ended up as it always does”. The positive emotions do not return until the end of the advert.
The second part of the ad, instead of suggesting a conflict between the heroes, should transfer the angelic atmosphere of cooperation to the home and allow both heroes enjoy their dessert.