JVC Everio Commercial

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Sheppy52

Well-known member
OK, so I heard about this JVC Everio Commercial Contest for SpikeTV a few days ago and maybe you guys have noticed from some previous posts that I am all about these contests (I'm an advertising major with film as a side hobby). The creative assignment was to "show how JVC Everio camcoders give you the perfect experience." I shot it here in Puerto Rico at the beach, one of my friends is a model (you might have seen her in FHM) and volunteered to be in it. The winner gets aired on SpikeTV. I'd love to know what you guys think of it...

JVC - Flipbook

Shot on the HVX in 720p.

EDIT:

Here is a medium compressed version as requested
 
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Nice effort. I like the concept a lot. The guys reaction to the girl is just... off. I didn't like the fonts you choose either. But those are small things compared to my biggest complaint. I never saw the product! From the flip book and the title cards, I assumed it was a camera - by the end title card I knew it was a camera, but I'm not going out to buy the thing.
 
Hey, thanks for the reply. I told the guy to react like that to give it that corny feel (afterward there is a girl coming out of the water in slow mo whipping her hair around...) yunno? I know there was no product shown, part of it is because I didn't think there was any reason to show the camera in use since it wouldn't fit, another part is that I don't own one haha... I'm also a little confused when you said.... "From the flip book and the title cards, I assumed it was a camera - by the end title card I knew it was a camera, but I'm not going out to buy the thing.".


Thanks for you opinion. Would like to see if others share the same.
 
I liked the flipbook idea, very creative. I agree with Noah, find a good-quality image of the Everio (JVC's media department might have something on their site) and show it at the end of the commercial.
 
The concept is great, maybe a little too much for the average viewer to get. Most people don't really know what a flip book is. And even if you didn't have a camera to film, you would need one for the final ad. You would also need examples of what this economic hot ass camera does, to show what you would have captured if your' friends were a little
less creative, and a little more savey. Also, let's see a little better quality compression considering you captured at 720. Over all i'd say really good attempt at a proffesional feeling and looking ad.
 
Yeah they DO have an image of the everio....I'd have to find a way to fit that in there. For now my submission is in and I cannot change it but I get what you mean...I mean, I didn't even know what an Everio was before this contest. I guess I was sorta hoping that the ending slate I made would let people know it is a camera...guess not. Mabye if they DO chose it they would say the same thing and ask me to edit in the picture at the end. As for showing what the camera does...I'm thinking that JVC was going for more of a brand image with these ads seeing as how they asked for you to show how it creates the perfect experience...hopefully. I know what you mean though. It's just that all the other entries I have seen talk about how the camera is tapeless and I wanted to steer clear since that is not what they specified.


Did it make anyone laugh? Giggle? Smile?
 
I need this explained to me. How does this convey that a certain camcorder gives you the best experience? I don't understand the flipbook. I felt like I should be laughing cause the guy was kinda funny. But I didn't laugh cause I had no idea what was going on. Maybe I'm overlooking something or don't understand the contest. So explain one more time, then I can more accurately assess whether this accomplished the job (it won't be the first time I'm miffed by a commercial -- I have no idea what those playstation 3 commercials are about for instance)
 
I'd be glad to: JVC wants people to make their next commercial. The content is supposed to connect the perfect experience with JVC Everio Cameras. In this spot 3 guys see a hot girl...one of them who is supposedly "getting it" (on tape) turns out to be an idiot and just drew a crappy flipbook of her...then the caption comes on basically saying that the JVC Everio is a good choice to have when the perfect moment comes around... As for the PlayStation 3 commercials, as with some other ones, they are more about creating/shifting a brand image at this point. They want you to associate PS3 with dark raw power. Hope that helps?
 
The PS3 commercials work because everyone in the target audience knows what a PS3 is. They don't have to explicitly show what it looks like or point out all the new features, because, most likely, everyone knows. The biggest thing for them is to differentiate themselves from the 2 other gaming systems out there by branding.

You, however, need to show what is unique about this camera. And if it happens to be getting that perfect moment, you have to show why this camera will get the moment and not some other camera. The sony digital camera commercials come to mind. They had a front slide that turns the camera on and you're ready to go, and they made sure to emphasize this feature in the commercial, which had a similar premise to yours.

Just throwing in a picture at the end won't solve everything, but it sure would help a lot.

And what I meant by my first comment is that if I'm going to the store looking for a digital camera, I wouldn't even be able to point it out.
 
Everio - now thats a camera that everio-one can use.

I thought the flipbook was a great idea, it's kind of like technology vs horse... u know, if you have access to the power of technology than why bother with manual things like drawing? Right? Right.
I think you just have to 'frame' the idea a little better. You could be as obvious as
having one guy holding a pen and pad flipbook and the other guy holding the camera. They both witness the event (girl) and transcribe in their own way. Later, at home, one guy whips out his camera and loads up all the pictures for his friends to see. The flipbook guy says 'me too!' and whips out his flipbook. Everyone frowns at the flipbook guy, 'cause the picture guy's presentation was so much better and the flipbook guy looks primitive and crude in comparison.
Actually that would all take too long. Hmm, it actually seems difficult now to frame that idea....
 
Matthew Bennett said:
Everio - now thats a camera that everio-one can use.

I thought the flipbook was a great idea, it's kind of like technology vs horse... u know, if you have access to the power of technology than why bother with manual things like drawing? Right? Right.
I think you just have to 'frame' the idea a little better. You could be as obvious as
having one guy holding a pen and pad flipbook and the other guy holding the camera. They both witness the event (girl) and transcribe in their own way. Later, at home, one guy whips out his camera and loads up all the pictures for his friends to see. The flipbook guy says 'me too!' and whips out his flipbook. Everyone frowns at the flipbook guy, 'cause the picture guy's presentation was so much better and the flipbook guy looks primitive and crude in comparison.
Actually that would all take too long. Hmm, it actually seems difficult now to frame that idea....
Click to expand...
The Everio isn't a still camera, it's a consumer camcorder.
 
okay, I get it now. I actually think that's a really funny idea. But I don't think the commercial conveys that, probably because of what others have said. There's no video camera physically in the commercial. I mean, if you hadn't prepped me and told me it was a commercial about a camcorder, I'd have had no idea!

But not far off at all. I'm sure you'll nail it next time.
 
I'm diggin' the replies guys keep them coming. Any constructive criticism helps my future. Bennett, yea the idea is sort of hard to get out in 30 seconds....I had a lot more shot out on the beach but had to cut it drastically enough to let it tell the story in such a short time. I like how most of you give me specific things that you think worked or didn't rather than just, I liked it...or I hated it. Thanks.
 
I think it's a great concept, what holds it back more than anything (besides the missing package shot at the end) is the coverage/editing at the beginning. The first few shots almost look like jump cuts and the framing of the second shot is really weak. (It almost seems like the cameraman accidentally cut out half of the guy on the right...plus your eye doesn't know where to look since you've got the movement of the frisbee competing with the movement of the orange/red shirt.)

There aren't usually many images in a commercial, so each one has to be carefully composed. The latter half of the commercial is really well done, though.

And on the editing front, try cutting on the action of his head turning and you'll have a better cut.

Chris
 
Haha. I'm hoping that's not sarcasm saying that my commercial seemed like more of an ad for a flipbook than a camera.
 
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