When making a new product for a client or company, it's always good to look back at the previous work that has been done for them. Whether is either to help you stay consistent and carry on with a certain style, or to make sure what you do is completely different and avoid what maybe didn't work in the past. Although Go Outdoors started around 40 years ago, It hadn't reached national or branded status until 10 years ago and is fairly new in the eyes of everyday people. With it being a young company finically and commercially, it's television adverts are fairly recent. I found a popular Go Outdoors advert from 2013 titled, 'It's Safe to Go Outdoors' that was broadcasted on television. It's a comical advert about how now the snow has melted it's safe for people to go back outdoors and do all outdoor activities. It's very funny and appeals to its target audience of people who are happy the weather as changed, and also just the average television watcher will appreciate the comedy. It features the Go Outdoors logo at the end of it which is the intention with our advert, but ours will be taking a different tone throughout the commercial.
It's Safe to Go Outdoors advert- https://www.youtube.com/watch?v=ZzmSVqp3Igc
They key to a good advertisement is making it rememberable, and I think if you can make your audience feel, then they have a high chance of remembering it. If you can make you audience feel happy, sad or even annoyed, theres a good chance they'll remember it for those reasons of feeling that way.
A more recent Go Outdoors advert released in May 2015 followed a different theme, it was more of a montage of people and families participating in many outdoor activities, while a song played over the top. It was good advert for showing off what you could be doing, and maybe inspiring you to want to do it, which is good for the store as they can supply a lot of what you need. This style is very similar to the idea we're hoping to execute, except ours will be telling a story and has a narrative of some sort with the same characters throughout. It's reassuring to know that Go Outdoors has tried a similar approach to what we are attempting, but ours is still original enough for it to be something new and worth a try. The advert also has a BTS video to show how they went about filming it and the locations they used, its interesting to see the amount of tents and clothing they we're able to use but they were probably supplied by the store themselves.
Go Outdoors May 2015 advert- https://www.youtube.com/watch?v=LP1La6E9O1w
Behind the Scenes of advert- https://www.youtube.com/watch?v=v8dxxT_xdlc
A second advert from 2013 from Go Outdoors titled, 'The Race' is another comical advert showing everyone who is interested in the outdoors and naming them all off in a list, in a way so you can point out which one you are, running across the countryside in a race to Go Outdoors to make the sale. It's very much in the same tone as the first and plays on that sense of humour to get people to go outdoors. One thing that is common to all these adverts is that it ends by featuring some kind of discount with a numbered percentage, it's never just advertising the store or the outdoors but advertising the sale that is ending soon. It's a good advert but doesn't feel that impactful or rememberable, but the concept and effort but into is very admirable.
Go Outdoors The Race- https://www.youtube.com/watch?v=FMESB4sMuvo
Out of the three adverts, I feel like the second advert Go Outdoors May 2015 worked the best. This advert felt more professional and that more thought had gone into the production process than the other two. Though the other adverts are funny, they feel like throw aways, something on TV that you're not really watching. The second advert was trying to accomplish more in the way It really wanted you to connect with the people and the experience of going outdoors, I feel like audiences would have followed this advert more than the others. It was filmed and shot really nice, so it looked great to watch and seemed quite engaging in watching these people enjoy what outdoor experience they were having.
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