I previously posted a blog containing some of the music that I was considering using for my Giulietta ad. This ranged from classical to modern, rock to pop, initially I left nothing out. Once I had the concept nailed down for the ad my biggest decision was to use just music, or music and a voice-over. Using just a voice-over was never an option.
In my kangaroo focus groups over Christmas, basically everyone who visited me or I went to visit got dragged into the Giulietta ad debate. I had a collection of clips from previous tasks to give them an idea of what I was trying to achieve.
I had two versions of voice-over style. The first was straight-forward and informative in relation to Giulietta’s features and pricing, the second was a play on the style of nature documentary commentary, in the style of Ted Lowe (famous snooker commentator), referring to the Genus Giulietta and the Alfa Pair. While my target audience found me doing impressions of Ted quite amusing, they felt it took away from the ad and more importantly Giulietta. So in the end we decided to use plain old fashioned music, and would then convey our messages via text on the screen.
I had a few different endings for the ad. The first was the Alfa’s having a hooly after reaching freedom, the second was them having a picnic in a scenic location maybe beside a stream. The final ending I had in mind was of the Alfa Male playing the ukulele while sitting in the boot of the car. When I played my choice of music which was Israel Kamakawiwo’ole singing ‘Somewhere Over The Rainbow – What A Wonderful World’, the reaction was unanimous, use the ukulele!
I was in town on Christmas Eve getting a few last gifts, when I went to get a ukulele and to my surprise there were none left, it appears to be quite a popular gift this Christmas, it seems the ukulele’s stock is rising. So quite disappointed I headed home and was planning on shooting the Alfa’s having a dance in celebration to finish the ad.
Well on Christmas Day when I visited my parents, I have never been so happy to receive a gift of a ukulele, it was disguised in a big box so I had no idea what it was. They were involved in the focus group and had gone and bought the last one in McCullough Piggot’s on the 23rd, as a surprise. So from that moment it was faith, the ukulele ending it would be and the song choice was set in stone. With the dancing ending I would have had to choose a more upbeat tune and that would be a whole other decision making process, I am glad I didn’t need to ponder.
If you would like to listen to the full version of the song click on the link below. Its a little low on quality as I had to try and shrink it.
Somewhere Over The Rainbow-What A Wonderful World
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