Commercial Script

Leenetta Conway

1. Communication Problem

a. The American population has realized the problem with human trafficking, so now people are looking for different options to protect themselves if anyone tries to attack them. 2Twelve Collection sells self defense kubotans that never break or jam.

2. Target Audience

a. The target audience is male or female ages 13-65. Specific target audience is anyone who could use a self defense weapon to protect them during unexpected situations.

3. Define Objective

a. The objective of the commercial is to let the audience know where to find popular self defense products and how to use the kubotan, along with striking points.

4. Define Strategy

a. The commercial uses the shock of being attacked to capture the audience’s attention, then the audience recognizes the usefulness of the kubotan from 2Twelve Collection through the images shown. An incentive is applied through the use of a coupon code at the end of the commercial.

5. Define the Content

a. The commercial begins with a young woman leaving from work late at night and walking to her car in a parking garage. The garage is dark and empty, but full at the same time. Suddenly a man comes behind the young woman and starts attacking her, but she grabs her keys in time to hit him with the kubotan and fight him off. The commercial then goes to a testimonial from the woman about her using the self defense stick.

6. Appropriate Medium

a. The appropriate medium is visual.

7. Concept and creative idea

a. The creative concept is to make an emotional connection with the audience through visuals and testimonials because they would want their loved ones to stay protected, and 2Twelve Collection has an affordable product that can do that.