statement of intent

For my coursework, I plan to create two adverts promoting Innocent smoothies as a healthier beverage option for teenagers and young adults.

 Advert One: Gym Setting

The first advert takes place in a gym, starting with a wide shot showing people working out. The main character, a 22-year-old mixed-race woman, represents young and diverse people who care about fitness. She is getting ready to work out, and the camera focuses on her determined face. The scene then shows her point of view, where she faces a choice between a Pepsi and an Innocent smoothie, creating suspense (Barthes' enigma code). She picks the Pepsi and goes to the treadmill, but after drinking it, she still feels tired. A close-up shows her frustration. She then grabs the Innocent smoothie, and a low-angle shot shows her looking more powerful and energized. A montage follows, showing her lifting weights and sprinting, highlighting the energy boost from the smoothie. The sounds of the gym set the scene, and when she drinks the smoothie, upbeat music starts to show the change in her mood. The advert ends with the slogan, “Fuel your day the right way,” appearing on-screen.

Advert Two: Central London Setting

The second advert is set in Central London, starting with a wide shot of a busy place like Piccadilly Circus, with crowds and billboards. The same character is tired after exploring the city. We see her searching in her bag, and a close-up captures her relief when she finds an Innocent smoothie. After drinking it, she starts dancing energetically, with upbeat music playing to show her boosted mood. The camera circles around her to show her joy. The advert ends with the slogan, "Feel good, live better."

Both adverts show that choosing Innocent smoothies can boost energy and mood, encouraging young people to pick healthier options over soft drinks.