Pitch for McCann Erickson

Pitch for McCann EricksonBy Talia wolf and Ilia Katz

The Client

The StorylineSet in a fancy Restaurant, 2 very men are sitting a table away from each other. A Waiter puts a dish in front each of the man with cloches on top. The first man lift's the cloche and on his plate is a beautiful looking gourmet meal. The second man lifts his cloche and its a subway sandwich. The StorylineThe first man looks at his gourmet meal and then the second mans subway. The first man then asks the second man quietly Can I have some of that. The Second man smile at him and says No.The advert ends by saying Nobody is too good for Subway in order to promote the campaign.

Why this idea?About a year ago, I attended a business conference which was being held in a very fancy, renown expensive restaurant in London Southbank, the attendees of the conference including myself looked at this gorgeous menu serving gourmet food, however there was nothing we could eat because it was all too extravagant and nothing looked good to eat.I suggested that we go somewhere and reluctant at first, the conference left the restaurant and went to a Subway across the street. From that day forward, they hold that conference every year at a Subway restaurant.

Research about Subway in relation to the advertThere are approximately 38 million different sandwich combinations that can be achieved in Subway. Subway serves almost 8 million sandwiches every day. Thats enough to feed everyone in the cities of Dallas, Chicago, and Los Angeles.Subway also has currently got 44,419 restaurants in 111 countries and territories as of November 11, 2015.TheoryWe want to advocate that there is a sandwich out there for everyone despite who you are or where you come fromIn this particular advert, we are stressing the fact, that even you are one of the richest people in the world and you are extremely wealthy doesnt mean that the gourmet food, you could eat is second to none when it comes to a Subway sandwich.Target audienceThis commercial is approximately for all ages and types of people. This advert is not targeted at a specific group of people.Just like Subway, its for people all ages which is extends to everyone in the world.ChildrenWe plan to air this advert on popular children television programmes that children of about pre teen years would watchThese include:NickelodeonCartoon Disney ChannelAnd various otherTelevision BroadcastingWe plan to air this commercial around the world on top broadcasters in various countries and continentsThey are shown on the next slide:Broadcasts we aim to Air the commercial onAustralia: ABC, Seven Network, Nine Network, Ten Network Brazil: Rede GloboChina: Xinwen Lianbo Germany: Das Erste, ZDFPhilippines: ABS CBN, RPN, GMAPortugal: RTP1, SIC, TVISweden: SVT1/2UK: BBC, ITV, E4USA: FOX, NBC, CBSAnd others

ResourcesWe plan to order all the resources online such as props and costumes in order to save time scouting shops for particular itemsSome exceptions are anything that can be made by the prop or costume department such as the Sandwich or food for the advert. We also plan to not by anything that we already have at home and its safe to bring, e.g. cutlery.As we are representing subway, we expect them to pay for the necessary expenses such as the budget for the crew and cast, the slot time in the different broadcasting company and the props list, also the locationRisk AssessmentThis is too ensure that we are ready for any possible outcomes that may occur and we know how to address hazardous situations appropriatelyOn the next slide, we will address main problems that are most likely to occur when filming this advertRisk assessment

CameraWe plan to film using professional film equipment provided to us by JcoSS school.(talk more about the camera)We plan to shoot over a total of 2 days and then edit on final cut pro for a total of 48 hours, maximum. PropsProps List: 2 Spoons 8 Forks8 knives2 Big Plates2 Small plates2 Glasses2 Cloches and dish plate1 Tablecloth1 Subway Sandwich1 Gourmet meal2 Chairs2 tables2 Napkins1 CandelabraBudget for Props

Props Quantity Cost Total Cost CommentsFinal Budget for Props: 253.16Not including shippingCostumesWe need 3 costumes for the shooting of the commercial: 1 for diner #11 for diner#21 for the waiterInstead of paying 200 for 3 different suits we are buying each suit piece by piece and making some elements of the suit by the costume departmentBudget for costumes

Total cost for costumes: 175.8919PersonnelList of personnel:1 Director Direct the Commercial2 Producers To produce the commercial, pre & Post production1 Writer3 Actors2 Lighting Cameraman1 Gaffer1 Sound mixer1 Costume designer1 Make up artist1 Art Director

Budget for Personnel

Total Budget for Personnel: 27,463Final Budget: 27,892.05This includes Props Personnel and Costumes and Other minor expenses.Subway will provide this with of this money which is 20,919The other Quarter (6,973) will be provided by the studio making the advert in order for them to get advertising for it.

MusicWe plan to use Background Music which will be playing lightly throughout the course of the commercial to signify Grace and wealth that these men, both are meant to be.

Because this song was published before 1922, this song is within the Public Domain and therefore anyone can use it without fear of copyright or prosecution, because nobody has any entitlement to it.

This piece is called Eine Kleinienacht Musik 4th Movement By MozartProduction ScheduleThe filming and Editing of the Commercial is set to take place over the course of 4 Days The actual dates of this is 15th 18th January 2016The following schedule is a rough look at what will happen during this period of timeEach Day runs from 9:00 3:45, with the exception of Monday and Thursday which finish at 3:30Filming and Editing Schedule

LocationWe plan to film the actual advert in the Sixth form Common Room which is being provided by Jcoss school. The following Recce is an analysis of The Sixth Form Common Room at JcossWe chose this room because it has tables that are easily accessible and a wide floor space.The Location of the restaurant is 22 parkRecce Report

2Recce Report, Part 2

Script For The AdvertThe following slide is the script for the CommercialThe characters included in the Script are:

Diner 1Diner 2The WaiterScriptSetting: The 2 wealthy men are sitting a table away from each other at a clearly expensive and Fancy Restaurant (Sixth Form Common Room) with 2 plates with cloches on top f them for each table(Waiter Enters)Waiter: Here are your plates gentleman, Enjoy!(Waiter removes both Cloches) (both plates are revealed)(Waiter Exits)Diner 1 Receives a beautiful looking gourmet mealDiner 2 Receives a Subway Sandwich

Diner 1 shows a look of interest to Diners 2 Sandwich and Diner 2 notices.

Diner 1 : (Quietly) Can I have some of that?Diner 2: (Smiling) No.

The Advert ends by saying Nobody is too good for Subway

End of Script

Layout of Set

Layout of the table including White tablecloth, napkins, wine glasses, Cloche and Dish plate, Cutlery, Big Plates and Small Plates. Both tables will be set to look identical to each otherLavish meal will be included for this context we are using a picture. They will be laid out in this way in correlation to this diagramOFF SET

Camera One will be in front of the Actors and will be focusing on Long Shots, Wide Shots and Close Up ShotsInvisible Lines where the Camera will be focusing on#1#2Actor #1 who will be playing Diner 1Actor #2 who will be playing Diner 2Colour of The Floor in the Sixth Form Common RoomChairs are expected to be black not red but for the purpose of this diagram they are seen as redOrange Line is where the Set endsCameramen are expected to Wear Headphones and carry the boom Mic in order to pick up soundActor #3 who will be playing the Waiter31Character ProfilingThere are 3 Characters in this CommercialDiner #1 played by Actor #1Diner #2 played by Actor #2Waiter played by Actor #3

In order for the actors to get into the right state of mind and give the best acting possible to the role. Character profiles have been created for each of themDiner #1Name: Diner #1 AKA Charles Carstairs OBEPlayed by: Actor #1DOB: 6th July 1975 (Age 40)Job: Owns a Successful Software creating BusinessLocation: Egerton Crescent, Chelsea and KensingtonSalary: 30k per YearWife: Louise Carstairs Works as a Head teacher in a private schoolChildren: Charles Jr (age 7) Joseph (age 4)Backstory: Because he was born into a family that is well off, Charles only eats the best food that is gourmet and wont settle for less except when it comes to a Subway. Despite being brought up in a wealthy Family and living a posh lifestyle, he realises that maybe gourmet expensive food isnt the way to go and Diner 2 inspires him to think this way. He got knighted for his services to Technology and Development in 2012.Diner #2Name: Diner #2 AKA Joshua JacksonPlayed by: Actor #2DOB: 22nd February 1989 (Age 26)Job: Talent Agent for CelebritiesLocation: Bishops Avenue, Hampstead Garden Suburbs, londonSalary: 22K a YearWife: Chantal Jackson Beauty Editor of Elle MagazineChildren: Maisie Jackson (Age 2)Backstory: Joshua worked his way into the showbiz business and was not brought up in a wealthy family. Therefore, he does not resort to eating gorgeous tasting food on a daily basis but rather eats cheaper food such as Subway and he enjoys it just as much, sometimes more.

The WaiterName: The Waiter AKA Harold St. HughesPlayed by: Actor #3Age: 24th October 1950 (Age 65) Job: Waiter for The RestaurantLocation: The Hilton Hotel, Park Lane, LondonSalary: 14.5K per YearWife: Mable St. Hughes (Deceased)Children: Elizabeth (Age 40) Christopher (Age 38) Kimberley (Age 34) Nicholas (Age 31)Backstory: Harold recently got let go from his previous job and now works in this restaurant. Although its a massive step down, Harold enjoys being a waiter as he likes the energy and the customers furthermore, he is a very optimistic person and serves with a smile And class because its a fancy restaurant.

Contingency PlanThis means that anything that could go wrong when filming the production is coverd and there is Insurance that it wont stop us filming at any point.The following chart is a contingency plan of the Advert if it were to go wrong at any pointCastIn The event that members of the cast are ill or no longer suitable for the role:We have an understudy for each of the 3 actors who are our 2nd choice for the role and are on-call. They have memorized all the in and stage directions and will only be used in case of an Emergency or when its necessary.They also fit the same suit sizes as the actors that they are understudying forCrewTo avoid Crew being late or getting lost while finding the destination:We will meet at a particular spot at an agreed time when it suits everyone and we will travel together. We will also discuss this an hour before so we can talk about getting home each day.LocationIn any event that the location is too noisy or not as Suitable as We hoped.We will film otherwise in the Jcoss boardroom if we find the first location unsatisfactory for any particular reason due to overcrowding or Noisethe reason why this is a back up option is because it is smaller and on a higher floor. It isnt as secluded from the rest of the school and it is also further away from a fire exit. It is also above the heart space where a lot of students pass at different periods of time so it can get noisy. There is also a single table unlike 2 tables and there are many distractions around the room which can make it difficult to film.However, it is free to use, there are plug sockets located around the room and the actual room is suited to the use of the advert because it looks smart and professional. A Television is also in the room so we can play back the Advert on a bigger screen. It is also near to the Caf and there s a first aid kit included in the use of the room.Pictures of the Board Room

Low quality TechnologyThe Camera will be fully charged before the shooting begins and an empty film will automatically be inserted as wellWe will bring fully charged batteries as well if it is necessary to use them as well as plenty of Film cartilagesIf the Main Camera fails to work in any case, we will bring an extra handheld camera which will be up to professional standard in order to save space and continue filming.We also bought extra bulbs in case one of the lighting devices breaks and we have portable ones in any caseWe promise that we will not stop filming under any technological circumstance.To Avoid any crew visibility in the advert, all crew members have been warned to keep the cameras and boom mics at least 5 steps away from the set dressingContinuityHopefully, this will not happen.In any case we will pay extra attention to detail and make sure that not a shot is out of place such as the cloche being off Target or any visible changes with the set up or the characters.In the worst case scenario where the editing is clearly obvious between scenes, we will make actors come back and repeat scenes that are necessary but because of the short duration of the advert, we hope that this wont happen.