Digital Media FDA - Russel Rayfield: February 2013

Starting off my research i am looking into existing themes/ styles of Bacardi and how they portray these themes and styles through the use of Television commercials.

http://www.youtube.com/watch?v=Sa9nWICtj3w

This advert promotes the idea of everyone coming together, creating there own scenery, their own atmosphere in order to have a party where Bacardi is present. For a long time Bacardi have kept the same theme through out there adverts, this theme is 'Party'.

Here is another two videos i looked at, both keeping to exactly the same theme, a bartender...

And...

Both are keeping with in the party theme as they are both located within a bar.

In order to re-create or re-brand the advertisement to suit the brief set by Bacardi, i want to come away from the current theme and go into an entirely different theme.

In order to re-brand Bacardi's advertisement to meet the requirements of young males ranging from the ages of 18 to 24, i decided to look into masculinity as a theme. Ideally i thought this would give me some idea of camera movements and angles, lighting and colours, moods and styles.

Just thinking off of the top of my head i can think of a few films and styles which appeal to me that meet the set requirements, these are as followed...

Styles

- Film Noir 1940's To 1950's

Film noir is a cinematic term used primarily to describe stylish Hollywood crime dramas, particularly those that emphasize cynical attitudes and sexual motivations. Hollywood's classical film noir period is generally regarded as extending from the early 1940s to the late 1950s. Film noir of this era is associated with a low-key black-and-whitevisual style that has roots in German Expressionist cinematography. Many of the prototypical stories and much of the attitude of classic noir derive from the hardboiled school of crime fiction that emerged in the United States during theGreat Depression.

http://en.wikipedia.org/wiki/Film_noir

Film Noir is a very mature and very interesting style of film. I think if created and used properly, a film noir Bacardi Advert could be the answer to this brief.

Examples Of Films Relevant To Chosen Style

The Godfather

http://entrepreneurialambitions.files.wordpress.com/2012/03/godfather.jpg

The story begins as "Don" Vito Corleone, the head of a New York Mafia "family", oversees his daughter's wedding. His beloved son Michael has just come home from the war, but does not intend to become part of his father's business. Through Michael's life the nature of the family business becomes clear. The business of the family is just like the head of the family, kind and benevolent to those who give respect, but given to ruthless violence whenever anything stands against the good of the family. Don Vito lives his life in the way of the old country, but times are changing and some don't want to follow the old ways and look out for community and "family". An up and coming rival of the Corleone family wants to start selling drugs in New York, and needs the Don's influence to further his plan.

http://www.imdb.co.uk/title/tt0068646/

GoodFellas

http://www.themovies.co.za/wp-content/uploads/2012/10/goodfellas.jpeg

Henry Hill is a small time gangster, who takes part in a robbery with Jimmy Conway and Tommy De Vito, two other gangsters who have set their sights a bit higher. His two partners kill off everyone else involved in the robbery, and slowly start to climb up through the hierarchy of the Mob. Henry, however, is badly affected by his partners success, but will he stoop low enough to bring about the downfall of Jimmy and Tommy?

http://www.imdb.co.uk/title/tt0099685/?ref_=fn_al_tt_1

The Sopranos

http://static.tvtropes.org/pmwiki/pub/images/the-sopranos-2_7524.jpg

An innovative look at the life of fictional Mafia Capo Tony Soprano, this serial is presented largely first person, but additional perspective is conveyed by the intimate conversations Tony has with his psychotherapist. We see Tony at work, at home, and in therapy. Moments of black comedy intersperse this aggressive, adult drama, with adult language, and extreme violence.

http://www.imdb.co.uk/title/tt0141842/?ref_=sr_1

Gangster Squad

http://media.aintitcool.com/media/social_image/gangstersquad.jpg

In 1949, when gangster Mickey Cohen seems to have an iron grip of Los Angeles. And no one is willing or alive to testify against him. So Police Chief Parker decides to form a special unit whose mission is to take down Cohen. He chooses Sgt. O'Mara, a World War 2, vet to lead the unit. O'Mara chooses 4 cops and asks another cop and WW2 vet, Jerry Wooters to join him but Wooters is not interested. But when he witnesses the murder of a young boy by Cohen's people, he joins them, and they decide to take apart Cohen's organization. Cohen wonders a rival is going after him, but eventually he realizes it's the cops.

http://www.imdb.co.uk/title/tt1321870/?ref_=sr_1

In my own words...
The most recent movie hit was 'Gangster Squad', this was a coloured 1940's/ 1950's styled Action/Crime/Drama which starred more than a handful of well known actors such as Sean Penn, Ryan Gosling. Emma Stone, Josh Brolin, Holt McCallany, Anthony Mackie, Giovanni Ribisi and more.

As chance would have it, i went and got my hair cut as i was doing my research on this advert, and thats when my idea hit me. At my local barbers, it looks very modern yet very traditional. I thought to myself, a barber shop is very masculine, its very traditional as guys have been going to get there hair cut for generations.

1940's/ 1950's Barber Shop Imagery