Know-How Exchange : Copywriting

Why not a visual of the product? Or of people perking up as they consume the product?

But define "product" well. Is the product the coffee/donuts? or the experience of getting them at the shop? Or something else? Make sure this is decided.

The product is the coffee/donut shop. Need a top of mind approach.

Like Phil''s image of the NASA count down but would suggest adding something about needing a ''pick-me-up'' any time of day...

If the product is the shop itself, then showcase the people at the shop - the friendly interactions, the smiles, etc.

The commercial is only 15 seconds so I want to use a very simple concept to demonstrate a ''rev up'' or ''kick start''...the location is not attractive to shoot in. Thanks. The NASA approach would not resonate with viewers as it is a Canadian company.

maybe a coffee machine rocketing off count down or the same coffee machine going Wrrroomm, eagerly wanting the first cup to be poured... can see the cups lining up, ready to go
The coffee machine could either be a bigger one used in your Donuts shop or a household one, should you want to convey the coziness of family run business.....

Mikael
B2B Marketing

Who is the market for this coffee shop? The car sounds and rocket visuals are very masculine/aggressive images. Granted, it would stand apart from the Tim Horton's ads that seem to resonate with us Canadians but it makes me think that that is going to be some kick ass, strong coffee. That morning coffee kick start means different things to different people. For me it is the difference between the kids in the back seat getting on my last nerve and the point where I start to cope with the morning. It may be a kick start, but it is a much more positive, "ahh" moment. If the coffee shop is doing a lot of business in tall cups of strong, black stuff, maybe the more aggressive visuals will resonate. If it's serving up that weak stuff Tim's thrives on to mini vans of mom's that may be too male of a visual. If it is in the middle of a business zone maybe a work day tie in would be appropriate. If it is full of truck drivers, maybe not. Without an idea of who, the what could be a big mistake!

jmarshall you made some great points. This coffee/donut chain is targetting the same demo as Tim''s so therefore the aggressive aproach may not be appropriate. Maybe I show the recognizable cup of steaming coffee on its own in a variety of settings. "Gets you going through your day'' That kind of idea?

Though I really like PCC''s idea a lot.

Thanks Lori. That''s a good idea but it is a low budget commercial which is why I was thinking about animation or table top shots. Thanks.
Although I really like your line and idea of starting your day off right...hmmmmm....How about streeters asking people how they start their day off right? Construction people, office workers etc?

I kept getting a picture of cartoon (or real) people morphing from pajama-clad, droopy-eyed, slow moving folks into dressed-for-work, alert, and perky people as they take a sip or (if cartoon) walk behind a large cup of coffee. You could also add in a couple of students, joggers, construction workers, etc.

:15 second TV commercial and low budget ...

video of bikini girl jumping on trampoline with big coffee mug in her hand with your voiceover copy “get a jump on your day with .... “

Envision a cup of coffee being poured in low/pre-dawn light: As it's poured, the screen starts to brighten with a glowing sunrise. The sun peeks out over the back of the cup - fully brightening and rising (maybe with a smile on its face!).

That might say ‘starting your morning / pick me up’ more subtly, but just as effectively, as rockets and motors, but with a wider appeal.

If you're wed to the revving engine sound effect – maybe have the motor being starting at the beginning. Combine the sunrise start with the engine turning over and then have the sunrise accelerating with the engine being revved up.

OK that’s my creativity for the day – back to marketing analytics and strategy!