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DesignPortfolioJereme Lee Demetrius Dyson

Pontoon Beach, IL 62040-6738

314-495-1919

151 Whitsell Way, Apt. 304

demetrius.esq@gmail.com

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Résumé

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Table ofContentsMock Campaigns

Mock Individual Ads

Brochure

Layout & Design

Media Plan

Radio Commericial Script

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MockCampaigns

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Client: NissanProduct: 2012 Nissan Versa SedanKey Fact: During and after graduating from college/trade school, young adults need reliable ve-hicles that are conducive to their active and social lifestyles.

Advertising Problem: It is difficult to highlight all the positive features of the new 2012 Versa all in one instance and people may not necessarily care to read about them all at once.

Advertising Objective: To individually highlight some of the most important features of the new 2012 Nissan Versa Sedan.

Target Audience: We are looking to advertise mainly to college/trade school undergrads/grads/students. We are looking to attract young urban adults who seek a vehicle with style, sophistica-tion, and function.

Competition: We will be competing with other relevant car companies such as Honda, Toyota, and Scion which tend to market towards college-aged students and young adults.

Creative Strategy: Aware that the typical approach to advertising cars is either by simply showing how they look or by giving a laundry list of why you should by them, we wanted to break away from that approach by taking some of the Versa’s best features and highlighting each one specifically in separate ads.

Creative Concept: Our concept was to take a photograph showing something pretty typical, whether it is a set suitcases or a coffee cup and relating it to one of the Versa’s best features.

Support: Our hope is that our target will seriously consider the Versa when they are shopping around for a car mainly because the common assumption is that smaller cars don’t have much to offer, but we want to make it clear that this is not always true.

Mandatories: Nissan Logo, Nissan Slogan: SHIFT_the way you move, Nissan Versa profile shot, Nissan Versa catchphrase: Innovation Upsized, Innovation For All, nissanusa.com domain name

(This mock campaign was completed with fellow MC 326 Copyright & Design classmate Matt Studebaker. I was directly reponsible for the creation of the following ads.)

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Client: SittercityProduct: Babysitting/nanny servicesKey Fact: Sometimes parents need someone to watch their children while they work, take care of tasks, step away from the home for an extended period of time.

Advertising Problem: There is a certain uneasiness about allowing a total stranger into your home and leaving them with your children.

Advertising Objective: To soothe the understandable uneasiness parents have about new nannies or babysitters in hopes that they will use our services to find the proper childcare that they need for their children.

Target Audience: Parents, single, married, or cohabitating couples, especially ones with small chil-dren who can’t be left home alone.

Competition: Our biggest competitors are relatives who will volunteer to watch children for no price at all. However, relatives can be unavailable unexpectedly and this is where our services could possibly be more reliable.

Creative Strategy: We want to exhibit a safe & friendly environment for children that will give a greater peace of mind for parents.

Creative Concept: We want to show babysitters/nannies having fun with small children to send across the message that Sittercity understands what children need and our babysitters/nannies have their best interests in mind.

Support: Support will come from parents who are desperately seeking these services and want to develop trust in Sittercity babysitters and nannies.

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MockIndividualAds

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Client: U.S. Department of EnergyKey Fact: In the average U.S. home, appliances and electronics account for up to 20% of the household energy bill.

Advertising Problem: Some individuals may be unaware of how to save energy or they are indif-ferent to the rewards of more sensible energy consumption.

Advertising Objective: To encourage the average person to take simple measures in reducing their energy consumption with the incentive of saving money that can go towards recreational activities that they enjoy

Target Audience: Individuals who pay energy bills and wish to save more of their hard-earned money

Competition: Energy companies – Encouraging people to shrink their energy bills could bring some opposition from energy companies who may not necessarily encourage frivolous consump-tion, but definitely have something to gain from it. There could also be a reluctance to change old habits as it relates to energy consumption.

Creative Strategy: The strategy here is basic and the message is plain: If you save energy, here is what you could do with your money.

Creative Concept: By using visual representations of easily recognizable objects, we seek to re-mind our audiences of fun activities which in the past may have ended up being sacrificed for the sake of paying an energy bill.

Support: Here, the individual must take it upon themselves to step up to the challenge of reducing their consumption and making their home more environmentally friendly.

Mandatories: Tagline: “Saving Energy Saves You Money.” URL: Energysavers.gov Logos: U.S. Department of Energy & Ad Council

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Client: National Onion AssociationProduct: onionsThe National Onion Association is an organization that was founded in 1913 and is devoted to representing the growers, shipper, brokers, and commercial representatives of the onion industry in the U.S.

Key Fact: Onions contain a substance known as propanethial S-oxide. Whenever this chemical mixes with the natural fluids of the human eye, it creates a mild sulfuric acid. This is what causes people to tear up when they cut onions. Despite this fact, onions are good for you because they prevent, slow, or stop infection while lowering blood pressure and cholesterol.

Advertising Problem: Because onions cause the naked eye to water, some individuals may be inclined to resist preparing onions and may defer the task to others or forget about the vegetable altogether.

Advertising Objective: To encourage the consumption of the onion vegetable

Target Audience: Although onions have health benefits for all, we are looking especially to en-courage adult men 18-30 to not leave onions out of their diet as this group may sometimes shy away from vegetables.

Competition: This is a wining situation for all involved; farmers will be able to sell more onions, companies that manufacture onion products will see more profit, and people who buy and consume onions and onion products will gain from the health benefits.

Creative Strategy: Although onions make you cry when cutting them, they are good for you. Something that’s seemingly bad isn’t bad at all.

Creative Concept: In a comical way, the idea being conveyed is that onions do indeed cause eyes to tear up, but shouldn’t be avoided because they contribute to greater health.

Support: Hopefully those who already regularly consume onions will continue to do so while those who are more reluctant may find a little more courage in approaching them.

Mandatories: Tagline: “Onions. So good for you, it’s a crying shame.” Logo: Onions layers of flavor Logo: The National Onion Association URL: onions-usa.org

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Client: Earth’s Best OrganicProduct: Earth’s Best TendercareEarth’s Best Organic is a company that began creating baby food products with pure & organic ingredients and has creatied other baby products with an earth-friendly ethos in mind.

Key Fact: Newborn babies go through about five or six diapers a day. Multiply that by seven and what you have is a single child going through at least 30 diapers a week. There are a lot a babies in the world and a whole bunch of non-biodegradable diapers are making it into landfills. The vast majority of these diapers are not made from renewable resources. Earth’s Best seeks to remedy that problem by offering diapers made with renewable resources thereby creating a more earth friendly product.

Advertising Problem: It’s difficult in one instance to list specifically all the benefits of using Earth’s Best Tendercare diapers and hold attention all at once.

Advertising Objective: To create more interest and visibility for the Earth’s Best Tendercare brand and their earth-friendly diapers

Target audience: We are hoping to engage those persnickety parents who take great care with the products they use on their children. We are specifically looking to attract parents who are inter-ested in using environmentally friendly products like the ones manufactured by Earth’s Best.

Competition: Two of our biggest competitors, Pampers & Huggies, are giants in the diaper indus-try and have been duking it out for years. Both have already solidified themselves as trusted brands. In addition to these two is Luvs which is not as widely used, but has still been pretty visible in the diaper industry.

Creative Strategy: Our strategy is to get parents thinking about how good Earth’s Best diapers could be for their children, but also what implications diaper consumption has on the planet.

Creative Concept: The concept behind our strategy is to show a unity/harmony between the chil-dren using the diapers and a representation of green earth.

Support: Our support will come from parents and child care professionals seeking to reduce their carbon footprint while fitting their children with diapers that do not have any potentially harmful chemicals.

Mandatories: Tagline: The super absorbent, worry-free, earth friendly diaper. Logo: Earth’s Best Tendercare & Photographic representation of the product

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Client: Post-itProduct: Post-it Super Sticky NotesKey Fact: Post-it Notes and similar product have become a staple in offices worldwide, however, uses for Post-its do not have to stay within the realm of administrative tasks.

Advertising Problem: It may not be obivious to people that Post-its have multiple uses.

Advertising Objective: To encourage unconventional uses for Post-it Super Sticky Notes and therefore encouraging a greater consumer desire

Target Audience: We are looking to attract young adults, ages 20-30, a demographic that may be more accepting of non-traditional uses for Post-it Notes. It is our hopes that this group will carry our objective to other age groups.

Competition: There are many other companies who offer their rendition of the sticky note. How-ever, none boast an adhesive solution as powerful as the one presented by 3M.

Creative Strategy: We want to show a visual with a small group of friends using Post-it Super Sticky Notes to play the Celebrity Head game.

Creative Concept: By encouraging the use of Post-it Super Sticky Notes in a game that requires a piece of paper to stay securely on your forhead, we are suggesting that this product is sufficiently adhesive.

Support: Our support will come from those young adults who are looking to foster a fun social environment, particularly through the execution of this game which is enjoyed by many.

Mandatories: mock URL: www.post-it.com/post-it-games

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Client: The Early NovemberThe Early November is an alternative rock band from Hammonton, New Jersey.

Key Fact: Coming off hiatus, the band members have decided to come together once again for two live shows: one in Philadelphia, PA and another in Sayreville, NJ.

Advertising Problem: Figuring out the best way to get the news out to the fans of The Early November

Advertising Objective: To announce The Early November reunion shows

Target Audience: Current and prospective fans of The Early November or the acts that will ac-compy them for these two live shows

Competition: There are several other rock bands who are touring this fall and the news about their shows could prove to be competition, especially if those shows will appear near these two eastern cities.

Creative Strategy: Release the tour information in a fast and eye-catching manner

Creative Concept: Catching the mood and feel of the band’s music with a cold contrast in values and bone chilling fonts

Support: Hopefully, when fans of The Early November get the news, they will spread the word and bring themselves and their friends out to one of the two shows, possibly both.

Mandatories: The band’s name, guest acts, tour dates, locations, and times

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Client: Sour PunchProduct: Sour Punch candyKey Fact: People buy candy to give out on Halloween; It is a tradition in the U.S.

Advertising Problem: There are several companies in the candy industry that create a variety of sour flavored candy therefore making it a bit difficult to stand out from the rest.

Advertising Objective: We want to convince consumers that Sour Punch is the way to go for their sour candy needs.

Target Audience: Those who will be giving out candy or simply consuming candy themselves as a part of Halloween festivities

Competition: Candy companies which have created their own lines of sour candy such as Cad-bury Adams (Sour Patch Kids) or Impact Confections (Warheads)

Creative Strategy: We want to use hyperbole to create a billboard that uses expressive imagery which represents the impact that Sour Punch candy makes on the sensory system

Creative Concept: By using a still of someone being punched, we hope to capture the sour yet enjoyable nature of the candy. We also intend to include a headline which reads, “Yeah. It’s kinda like that.”

Support: Our hope is that people will be able to connect with the simple yet entertaining imag-ery and select Sour Punch candy over their competitors.

Mandatories: Sour Punch logo.

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BrochureThe following is a mock brochure completed as coursework for MC 323 - Publication Layout & Design. The object of the assignment was to organize important information in a logical and aesthetically pleasing manner.

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Inside flap panel Back panel Brochure cover

37Mock Merrill Lynch brochure, 2011

Inside panel (facing the flap panel) Inside panel Inside panel

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Layout & Design

40 Mock newspaper front page, 2011

This is a mock newspaper front page completed as coursework for MC 323 - Publication Layout & Design. The object of the assignment was to visually organize news stories in a way that communicated relevance and readability.

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42 Mock magazine cover, 2011

This is a mock magazine cover completed as coursework for MC 323 - Pub-lication Layout & Design. The object of the assignment was formulate a visu-ally interesting magazine cover that would capture the attention of prospective readers and pique their interests towards the contents of the magazine. ‘Crux’ is a fictional Christian lifestyle magazine that I created, so there was no template for me to follow. The contents of this particular issue appear against the black background but are a slighly lighter shade of black so as to not detract from the main focus of the cover which is Christian rapper Lecrae.

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44 Magazine spread, 2011

The following is a mock magazine spread completed as coursework for MC 323 - Publication Layout & Design. The main focus of the assignment was to highlight the work of photographer Lauren Greenfield and her particular field of interest which concerns the sociology of modern women from adolescence to adulthood. Her work is displayed here in a manner complementary to the subject matter and is accompanied by an artical written by Joan Jacob Brum-berg. The object of this assignment was to visually allure the reader into engag-ing with the content presented in this article.

Do not use this page for design. This is a fractional page for advertising,

not the spread layout.

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Do not use this page for design. This is a fractional page for advertising,

not the spread layout.

54 Direct mail, 2011

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This is a direct mail package completed as coursework for MC 326 - Ad-vertising Copywriting & Design. The object of this assignment was to invent a fictional restaurant and create a direct mail package to announce the restau-rant’s grand opening to the Edwardsville area. Along with classmate Matt Studebaker, I came up with ‘the chi-chow diner’, a local eatery that would fea-ture highly favored Chicago cultural cuisine at affordable prices. I was directly responsible for creating the logo design, the brand image, the paper invites, the menu, the coupons, and the packging of the direct mail contents.

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chi-chowa taste of

™

second city starters

Big Onion Rings: sweet Vidalia onions sliced, breaded, and deep fried to crispy glory. Breath mints not included. 3.99

Second City Sticks: small mozzarella logs breaded and fried in oil, served with freshmarinara sauce. Que bella! 2.99

Second City Skins: the mainland’s best russet potatoes stuffed with cheddar and jack cheeses and topped with real bacon bits and chives.*Hot potato. 3.99

Windy City Wings: Far from chilly, these blazing wings and drumettes will heat up the coldest joe.*5.99

Chi-Chips: seasoned ground beef, sauteed onions, lettuce, salsa, black beans, sour cream, guacamole, and our signature queso over a bed of crispy tortilla chips. Ola. 5.99

chi-chow faves

Chi-Pie: 16” Chicago-style deep dish pizza with a towering, buttery crust, lots of melted cheese, and a robust tomato sauce made from scratch daily. Fork yeah. Plain - 6.99,1-Topping - 7.99, Unlimited toppings - 8.99

Chi-Dog: an all natural Vienna beef frank in a poppy seed bun covered with yellow mustard, chopped white onions, piccalilli and topped with a dill pickle spear, tomato slices, pickled sport peppers and a dash of celery salt. No ketchup, bub. 2.99

Da Beef: thin slices of seasoned roast beef cradled in a long Italian-style roll after simmer-ing in our homemade au jus for hours. Topped with giardiniera or sweet green peppers.Fagedabowdit. 5.99

Chi-ro: a generous amount of slowly roasted lamb meat thinly sliced and wrapped in pita bread with tomato, onion, and tzatziki sauce. Opa! 4.99

Chi-Vesuvio: An Italian-American classic; bone-in chicken and potato wedges sauteed in olive oil with garlic, oregano, white wine, and peas, then baked to perfection. Delicioso. 7.99

Shrimp DeJonghe: not your average casse-role; whole peeled shrimp toppped with bread-crumbs that have been softened with garlic and sherry. Sea, food. 7.99

big shouldersandwiches

Big Baby: a cheeseburger with two all beef patties hiding grilled onions and condiments un-derneath. Try not to cry. 5.99

Jukin’ Jibarito: meat, cheese, lettuce, tomato, and garlic mayonaise sandwhiched between two fried flatten plaintains. Your option of steak 7.99, chicken 6.99 or pork 6.99. It’s nice.

Bridgeport Beef: a breaded and deep fried steak in an Italian bread roll and topped with marinara sauce, mozzarella cheese, and green peppers. Hunger is Moo(t). 7.99

Atomic Cake: banana, yellow, and chocolate cake layered with banana, strawberry and fudge fillings. hit the deck. 3.99

Chi-Cake: our original plain cheesecake. You’re not getting the recipe, so don’t ask. 3.99

*additional condiments always available upon request

downtowndesserts

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60 Mock album artwork, 2012 (non-class related)60

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eclecticelectricsoldier

front cover

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1. the declaration of war

2. every man’s battle (the eye bounce)

3. surrender

4. the treaty (change of heart)

5. the realignment (rectify)

6. suited up

7. fanfare

back cover

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This is a logo I created for a friend to help promote his non-profit organization Humble Galaxy. This organization serves as a media outlet for Christian entertain-ment and entertainers. The inspiration he fed me mostly dealt with outer space, stars, heavenly bodies, and galactic formations. Following are different colorways and patterns that I used to reinforce the original idea that he fed me.

Brand identity, 201270

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Media Plan

Media plan, 2011

This is a media plan completed as coursework for MC 389 - Media Planning. This assignment was a culmination of everything we had been learning during the semester as it related to finding the most logical and statiscally sound man-ner of selecting and buying advertising vehicles for clients. This media plan serves to introduce Slacker Radio’s new portable internet radio to the public. I was directly responsible for the SWOT Analysis. The remaing sections were completed by classmates Chad Cuttill, Joy Cuttill, and Ali Downing.

Slacker Portable Internet Radio Media Plan

SWOT Analysis (Strengths, Weaknesses, Opportunities, & Threats) Slacker Radio has decided to make their Internet service more portable taking it out of the computer and placing it into cars and portable devices. By doing so, they are entering into a realm of quazi-satellite radio using satellite signals and wireless networks to broadcast to their listeners. Backed by investments of up to $40 million, Slacker is not waiting around for major competitor Pandora to start creating their own portable devices and has decided to pioneer this enterprise. Like Slacker, Pandora is looking forward to the day when Internet radio in more integrated into the car stereo, but for now it seems that only Slacker is venturing this area. Slacker, led by founder Celite Milbrandt, was never intended to only be Internet based which is why they are trying to break into the realm of satellite radio and make their services more wirelessly accessible. They are hoping to lease satellite space from TV companies and other entities. With an already crowded communications mix, Slacker is going to need to figure out a way to make their service more favorable than the various Internet radio based stations available, a growing XM/Sirius satellite radio base, and an unstoppable Apple constituency fueled by brand loyalty. Some project, however, that making Internet radio more readily available is the move right now because audiences are demanding it and their growing music tastes need abatement. It seems many Internet radio operators are faced with increasing royalty rates to the artists of the songs that they play, so much so to the point that it’s almost entirely what they spend money on. Slacker claims that they already have a higher royalty rate built into their business model, so instead of paying statutory license fees, they cut deals directly with record labels. So, like satellite radio, Slacker will use their revenue to pay royalties as opposed to paying per song/per play. Where Slacker falls behind is that they rely heavily on stored information; XM satellite streams material non-stop. Because of this, Slacker is going to have to wait patiently as companies like Sprint Nextel attempt to make Wi-Fi more accessible on the road. In the meantime, Internet radio companies are skipping this option for now and are focusing on data phones. Pandora has partnered with Sprint Nextel to offer their services to high-speed data phones for $2.99 a month, although listeners can easily use their free services with the aid of a car stereo adapter. If Slacker figures out how to get these devices into the dashboards and hands of their listeners, radio companies may need serious reconfiguration, especially if customers opt for commercial free services whereas traditional radio is flooded with advertising. Much

l0ike broadcast radio, satellite radio doesn’t offer the option of customizing stations like Internet radio does and this will make Slacker more favorable. Slacker’s services also cost nearly half of what satellite radio subscriptions demands.

Creative Strategy Slacker Radio is better and more affordable than satellite radio. Using the Internet for music gives a bigger selection for the consumer and more songs that will interest them. The Advertising problem is that consumers do not want to pay a monthly fee to listen to music, especially when they have an mp3 device where they can choose very specific songs to listen to. Also Slacker is not a big name yet compared to Sirius, XM, Pandora and even local radio channels. So far no other company is releasing a device for something such as Slacker Radio plus and premium thus there is no telling what kind of advertising is effective. The objective to solve these problems has many options. The monthly fee will be as low as $3.99 and is actually over 10 dollars cheaper than what Sirius and XM radio offer. It is also cheaper than buying one CD thus giving you unlimited access to any song rather than just one artist’s songs. Showing the value to customers that 4 dollars is very cheap for music will persuade consumers to choose Slacker. We also need to raise awareness about Slacker since there are already so many established brands for music through radio. Advertising will be difficult since there is no device like Slacker Portable Internet Radio, but through non-traditional advertising and sales promotions, we will gain attention from consumers. From research, the audience we are targeting is males and females ages 18-49, and mainly those who are working or in college. The competition is from the companies stated aforementioned: Sirius, XM, MP3 players and basic local radio.

The creative strategy we are going for is showing how cheap Slacker Radio is especially compared to buying CDs and satellite radio and how easily organized your music can be on your Slacker device. We will run somewhat comedic TV ads during national primetime spots and local cable during early and nighttime spots showing how cheap Slacker Radio costs per month. We will also use the same tactic for online searches and banners that relate to the TV ads. The least of our money will go towards magazine full and half page ads that also relate to the TV ads. The reason to keep all the ads fairly similar is for Slacker to increase their chances of reach to consumers, especially since there has been almost no advertising done for a device like the Slacker Portable Internet Radio. We also want to ingrain the idea of Slacker Portable Internet Radio until it becomes very familiar to all consumers and to not confuse them with many different ads in different mediums.

Target Audience Our primary target audience is white males and females between the ages of 18-49 and lives in the southeast United States. He or she is in college or has graduated from college and is employed full time working in a sales or office occupation making an income of $75,000-$100,000+. Our primary target audience owns a home and is married with no child. Our secondary target audience is a Hispanic male or female between the ages of 18-49 and lives in the Pacific region of the United States. He or she has taken some college courses and is employed in an office related occupation. They own a home and have a child living in their household between the ages of 12-17 years.

Timing/Scheduling We will launch our product in March because we know the lowest interest in our product will be in the summer months, and we want to get our product to consumers when interest is still there. Spending is also up in March due to tax season. We believe summer months will have low interest due to more time being spent outdoors and college students being out of school. We will be using a pulsing strategy with a combination of continuity and flighting. This means we will have continuous ad coverage throughout the year and “heavy up” at variable times. In March, April and May, we will have a budget of 2.25 million. We will have an aggressive campaign in the first quarter because we want our consumers to become aware of the product as soon as it’s launched.

We will be doing major promotions mostly in March, and also feature a Slacker Premium subscription offer in the first quarter. In June, July and August, we will have a budget of 1 million. We will be flighting in this period due to earlier explanation of low interest in the summer months. In Quarter 3 (September, October, and November), we will spend 2.25 million that will be a continuation of the spending in Quarter 1. In December, January and February, we will incorporate our peak spending period with a budget of 2.5 million. This is necessary due to the holiday season and peak in buying habits during this quarter. We will be offering a December only promotion where the consumer can buy a Slacker Premium subscription for a friend and they would in return get a month free subscription. This promotion should boost sales and help to incorporate our aggressive strategy in the latter months. Spending the most in this quarter is vital because we want to end our last quarter strong with optimum sales.

Media Budget and Scope

We will utilize national and spot advertising for Slacker Radio. We decided to use spot marketing because we noticed cities in our target market (Southeast and Pacific) had very high CDIs and BDIs compared to other regions. This is significant because it will help us to exploit our advertising dollars to reach areas in which consumers are willing to buy without wasting money on areas that would not be profitable for Slacker. We chose to use national advertising as well because we want to achieve higher brand awareness in general. However, the main reason we chose to involve national coverage in our campaign was due to Internet advertising. Internet spending is probably the most integral and invested part of our campaign for Slacker.

Non-Traditional Media and Sales Promotion For non-traditional media we would use product placement in television shows, both cable and primetime. Also, we would place advertisements on vans, buses, and taxis to reach the local cities. Another non-traditional media we would use would be music festivals, such as Lollapalooza, Cornerstone, and Coachella. Partnering with automobile companies is another way Slacker can reach potential consumers. Slacker would offer a sales promotion that would allow a month free trial of Slacker premium radio for any potential consumer. Another sales promotion would be offered during December and would allow consumers to buy a Slacker premium subscription as a gift for a friend and in return they would get a month free subscription.

Product placement would be a way for Slacker to reach potential consumers who watch a lot of primetime and cable television shows. The benefit of product placement is that the potential consumer would be able to relate with their favorite television characters using Slacker and hopefully want to use it. Placing advertisements on the sides of vans, buses, and taxis would be a good way for us to reach our target market of those who work in the bigger cities. The benefit of using this type of advertising would be catching the attention of potential consumers who walk to work in the city, ride the bus everyday or catch a taxi. Music festivals would be a great way for Slacker to reach a variety of potential consumers, especially our target audiences of which are 18-30 years of age. The benefits of advertising at music festivals would be being able to actual demonstrate the car-based satellite radio, as well as reaching a younger audience of potential consumers. Partnering with automobile companies, such as Scion would be a great way for Slacker to receive a lot of new and loyal consumers. The benefits of this type of advertising would be that Slacker would be able to generate a good amount of new consumers who are already loyal to Scion.

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RadioCommercial Script

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Client: Stare Farm InsuranceProduct: car insuranceKey Fact: People need insurance in case their property incurs some type of damage.

Advertising Problem: People often have difficulties selecting a reliable insurance agency for the fear that their services will leave them unsatisfied.

Target Audience: We are specifically seeking to attract young males ages 21-34.

Advertising Objective: Convince people that State Farm Insurance is reliable.

Creative Concept: We want to dramatize a situation where a State Farm customer needs help and calls on his agent in the audience of a peer.

Creative Strategy: We want to convey the message that no matter what the emergency or cir-cumstance is, State Farm will be there to help their customers pick up the pieces.

Support: Those young men who often deal with the unexpected and seek coverage for the pos-sessions they work hard to afford will want to use our service to protect their belongings.

Mandatories: State Farm jingle and slogan “Like a good neighbor, State Farm is there.”

SIUE Advertising CLIENT: State Farm Insurance Dunham, Radio Studio 131 PRODUCT: Car insurance Edwardsville, Illinois WRITER: Jereme Dyson BROADCAST DEPARTMENT LENGTH: :60

SFX: SUBURBAN LIVING (i.e. lawn mowers, cars passing,

sprinklers, etc.)

SFX: GLASS BREAKS AND A CAR ALARM SOUNDS (the sounds are then

filtered to sound as if they are being heard from the inside of

a house)

SFX: BLINDS OPENING

ACTOR 1: Dude! Your crazy ex is going ham on your car!

ACTOR 2: What!

SFX: RUNNING FOOTSTEPS

ACTOR 2: Crap.

SFX: GLASS CONTINUES TO BREAKS, THE EX MAKES EXCLAMATIONS AT

ACTOR 1 AKA DAVE

ACTOR 2: Dude, Aren’t you going to do something about this?

ACTOR 1: Dude, I’m good. ♫Like a good neighbor, State Farm is

there♫

SFX: WHOOSH SOUND

ACTOR 3: Sup, Dave.

ACTOR 1: WHOA! Dude, how did you do that and who are you?

ACTOR 3: I’m Steve, Dave’s State Farm Agent. What seems to be

the problem, Dave?

ACTOR 2: My ex is using my car for batting practice, again.

Take a look.

SFX: BLINDS OPENING

ACTOR 3: Wow. She’s frightening. Don’t worry. We got you

covered.

ACTOR 2: Thanks, Steve.

ACTOR 3: No problem, Dave.

ACTOR 1: Dude, that’s awesome. Let me try ♫Like a good

neighbor, State Farm is there♫ with a pinball machine.

SFX: WHOOSH SOUND AND PINBALL MACHINE REVVING UP

ACTOR 1: Awesome!

ACTOR 2: And a restraining order.

SFX: WHOOSH SOUND

ACTOR 1: And a giant burrito!

SFX: WHOOSH SOUND AND A TABLE COLLAPSING

ACTOR 2: Really?

ACTOR 1: What?! I’m starving.

SFX: (during the narration) State Farm jingle

NARRATOR: No one gets you to a better state like State Farm

Insurance.

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