1. Unit 30: Advertisement Production
Assignment 2: Any Ideas?
By Ruairi Straw, Roisin Crossan and Molly Mc Hale

2. Generate ideas: a conceptual ad for commercial product or topical issue?
With the referendum about repealing the 8th Amendment in Ireland approaching, we had originally discussed creating a conceptual advertisement in support of the Pro-life campaign.

3. Generate ideas: commercial
However, after careful consideration, we agreed as a team that this might spark some sensitivity around ethical issues and cause controversy.
We decided that attempting to promote a commercial product might be more of a challenge as the pro-life ad could possibly be a short film.
So we came up with the idea to promote the famous shoe brand and retailer, Schuh.
Molly bought a new pair of shoes from there recently and suggested the idea of advertising them.

4. Schuh: confidence in the face of fear

5. Proposal: content outline
We see her distress as she looks out at the peace bridge and we hear the wind and traffic passing.
Others cross the bridge and she watches in self-doubt.
She attempts to cross the bridge but runs away in fear.
It’s a different day she’s in her room opening a new box of shoes.
She tries them on seeming a bit perkier than before.
She leaves the house, we hear the door lock.
She returns to the bridge and sits on the bench looking down at her new shoes and out at the water with more hope than last time.
She stands before the bridge, nervous and hesitant to cross but suddenly gathers the courage.
The video picks up the pace, the music gets louder and the character becomes determined to make it to the end.
The ad ends with the girl on the other side looking relieved as she admires her shoes.
She breathes in and walks on to the next thing.
We see the branding for Schuh appear on screen, ”Giving you confidence in the face of fear”.

6. Mood board