This ad for Centrum Silver would be excellent for going through the components of a creative brief. You may want to divide students into groups for this exercise. I would suggest having students identify the creative brief elements in the following order.
- The target audience
- The message theme
- The objective
- The support
- The constraints (you may want to stop the ad so the disclaimer can be read)
Discussion Questions after completing the exercise:
- Do you think the support provided in this ad is persuasive enough to encourage matures and seniors to purchase the product?
- Notice the constraint that appears at the bottom of the TV ad. What do you think about this statement?
- Do you believe the claim made in this ad? Why or why not?
Clow/Baack 