KIT KAT ADVERT PROJECT (2): SCRIPT
Target audience:
All ages
All gender
Perhaps an average to a high socio-economic class group
City people due to the fanciness of involving the fancy lady with red lipstick and red long nails
Concept (main idea): Symbolizing simplicity
Mise en scene
Setting: red background for all to represent the symbolic colour of Kit Kat and depict extravagance, which also shows simplicity in both the advert and the product itself
Red represents excitement, passion, danger, energy, and action
Costumes and make-up: the lady wears red lipstick along with red long nails which shows fanciness and elegance, where also red correlates with the colour of Kit Kat. Elegance is relevant to the product, that being chocolate, as chocolate is sometimes perceived as something “royal” or “chivalrous”
Lighting: bright lighting that depicts freshness and enlightenment in the product and eating the chocolate, that can also be seen in how the lights brighten when the lady came to surprise when eating the chocolate
Character: a lady with bold red lipstick that signifies extravagance and royalty, correlating with the idea of Kit Kat, and generally, chocolates
Camera: the movement in the cameras shows excitement, as well as the elements in the advert, such as the chocolate fondue, along with great transitions and editing, for instance, the bounce and slices of the chocolate. This will hook and retent the audience’s attention, perhaps, a blood rush
Music: Stomp Kinetic Typography
Slogan: “Have a Break, Have a Kit Kat”
Actions colour coded based on frames:
Red Kit Kat packaging drops from the top
It drops for a few milliseconds
The packaging spins slowly from when it stops and the spin stops in the middle of the frame
The packaging ‘slices’ (give a slicing sound effect) into three at the time of the mid-spin
It transitions to 3 bars of actual chocolates during the ‘slice’
The 3 bars move in the direction of the slice
Chocolate (liquid/fondue) meets from both sides of the three bars, coating them
Fondue is ‘absorbed’ by the bars, thus, the fondue ‘disappears’ from the ad
They then break horizontally (with a sound breaking effect) (6 broken parts showing in total)
The 6 parts ‘fly’ or bounce back slightly
Zooms into the middle (add a whoosh sound effect) of the broken gaps of the 6 parts (the spaces between the broken ones)
The zoom-in leads to the lips of the empty-filled mouth of the lady with red lipstick
The camera zooms out
The zoom-out shows the lady’s full face (medium close-up)
She lifts her hand up with the bar and brings it towards her mouth
Proceeds to bite the Kit Kat (bite sound effect) and her eyes widen due to the savouring flavour, with lights appearing from two sides at the same time
Goes back to the 3 bars of the Kit Kat breaking apart vertically
Zooms out from the middle of the broken parts
The broken parts become one (3 connected bars)
Packaging wraps elegantly around the 3 connected chocolate bars (elegant package wrap sound effect)
The packaging hits the ground aggressively (camera pans downwards) (sound effect on hitting the ground)
Bounces back up, the crumbs appear from the ground (as the packaging fell)
The slogan “Have a Break, Have a Kit Kat” appears on top (“Have a Break, Have a Kit Kat” spoken)
Kit Kat logo and the semi-spirals around the Kit Kat emerge gradually at the same time the logo is shown
One bar full of Kit Kat appears out of the blue and is broken and is bitten
“Kit Kat” spoken
Implementations and further details:
Taking a bite off of the KitKat (emphasising the crunch sound for both), plus showing the crumbs falling after the bite. Royal woman with red lipstick to represent the symbolic colour of Kit Kat. Kit Kat falling down and breaking apart mid-air, highlighting the sound and close-up, adding the slogan “Have a Break, Have Kit Kat”
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