If the recording does not work then there is a YouTube link down below 🙂
SCRIPT
Client: Toysrus Duration: 14” Title: “you can’t get this with an ipad” We hear the backing track from inside out. after 5 seconds we hear the sound of children laughing - playing at a playground after 5 seconds the laughter stops, you hear a beat drop from the inside out backing track. normal voice over the top of backing track: you can’t get this with an ipad
Process
After some trial and error we chose to:
- Adjusted the sound of laughter to fade in and out for the progression of the ad to achieve a nostalgic feeling
- lowered the pitch of the narrator to feel calmer and fit the aesthetic of the nostalgic feeling
- adjusted the sound of laughing to end when the backing track’s beat drops, to further emphasise our message
- chose a shorter ad with minimal dialogue to allow the public to clearly associate Toys R Us with the sound of a happy childhood (ie. children laughing)
INITIAL SCRIPT
Client: Toysrus Duration: 30” Title: “urgent radio from the future“ We hear a radio talk being interrupted by what sounds like a UFO, it's an urgent message from the future. normal voice radio ad: sorry folks it looks like we are getting an urgent message from the future we hear the bbc intro being played a voice from the future 1: due to a lack of demand playgrounds and nurseries are being shut down effective immediately and will soon be replaced with new iPad factories! the new iPhone 300 will be released later this week and now an announcement from our prime minister, earlier today. a voice from the future 2(fancy voice): Screen addiction rehab centres will now be acceptiing children three years and above. we hear what sounds like someone being cut off/ a buzz. FVO: Toysrus, ditch the ipads, bring back their childhoods.
We chose to leave this script to create one to fit the new message of invoking nostalgia over fear. This ad fit with our initial print ad and tv idea, but after changing the focus of the campaign to align more with Toys R Us’ values, we created an ad to warm the heart.