Creative Brief for Orbit Commercial

This possible creative brief is for the Orbit "Dirty Mouth - Pickle! You Kumquat!" Commercial.
Date: 10/27/08
Project: new Orbit gum commercial

Background: I would like to achieve a creative, entertaining, attention-getting, funny, and thoughtful commercial for Orbit gum. We can only measure the success by measuring future sales of Orbit gum. Another terms of success would be "buzz". If the commercial gets lots of attention by word of mouth then it will also be a success.

The Audience: The primary audience would be regular Orbit gum chewers and potential new customers. They are most likely young, energetic, savvy, go-getters who also enjoy fresh breath and flavorful gum. We should avoid anything too serious, or dry. They currently believe, before we tell them anything, that they like chewing gum and might be searching for a new flavor or experience.

Objectives: Our objectives include: a classy, entertaining, youthful, way to connect with our audience. We could include some situation they have most likely been involved in before. We want the commercial to be memorable and laugh-out-loud funny.

The Message: One sentence through all the clutter is: "If you have a dirty mouth, clean it up.. with Orbit new Raspberry gum." We could try to prove it by including a situation where the users have "dirty mouths". We should also include similarity to the other Orbit gum commercials so we don't through the consumer off, for example still utilize our tagline and our "spokesperson", the woman who is in the Orbit commercials.

The Medium: The best way to reach this audience is with wit and humor. We could also use "smart" comments or irony. This piece will be delivered to the consumers via television commercial during popular youthful shows.

Anything Else: no special circumstances

The Deadline: The message must get to the audience a few weeks before the release of the new Orbit gum flavor so we can be present in their minds.

Budget: We have an average commercial budget, nothing too spectacular, just enough money for the hiring of a few actors and the purchase of a few props. The advertisement should focus on the conversation, not the "small stuff".

Responsible Parties: You must return back to me feedback so I can sign off on final execution.