"I Can Read" TV Spot
The objective for this group assignment was to inform our millennial women target market of the "I Can Read!" series for their children, to frame the books as appealing and entice the children to want to read them, prove these books can make great gifts, as well as inform viewers of the subscription option. We did so through a TV ad that showcases the feeling of tradition and familial bonding.
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Contributors: Miranda Morrone, Sam Petrellese,
Rebecca Smith, Grace Manganaro
TV Spot Process
We first began this process with our storyboard and scenario to give a better depiction of our vision. We wanted to have this advertisement appeal to both mother and child, bringing in a sense of tradition.
Scenario
A 30 second TV spot for the HarperCollins “I Can Read” books begins with a 5-year old girl in a pink princess dress happily running off the bus holding a Level 1 Pinkalicious book. Meanwhile, her mom is waiting for her and narrating the commercial. She talks about the “I Can Read” books being generational and how much her and her daughter both love them. The girl is now one year older and is running off the school bus with the Level 2 book, Amelia Bedilia, while dressed as her. Her mom is still waiting for her and welcomes her home. The mom says the words “Through my subscription, we get new books every month, every year, and for a lifetime.” The girl is now another year older and eagerly runs down the stairs on Christmas morning. Her mom and Wonder Woman are waiting for her underneath the tree with a Level 3 Wonder Woman book. The girl then sits on the couch and reads her new book to all the characters as they watch her proudly. The mom then says “Abby’s favorite gift for every holiday can be yours too.” While the mandatories are appearing on the screen, the mom also states, “Join the book club, and watch your child grow up with “I Can Read.”
Final Script
