YOU TUBE AD SCRIPTS
TWO SPEC SCRIPTS - NEONI WHISKY
Neoni Whisky is a brand of 0% whisky produced in a distillery on the shores of Loch Harport on the Isle of Skye, Scotland. They are proud of their Gaelic heritage and the fact that they have a small brand with a global reach, with flavours of peat and heather that is smoky and yet smooth.
They want to make two you tube video ads for two different target audiences to support the launch of the new product and to drive traffic to their website. They want the ads to each be 30 seconds in length and to feature a button which will take those watching to the sales page of the website where they can purchase a bottle or fact find about Neoni Whisky.
Neoni Whisky - 1st Script/Video
The Audience
The first target audience are adventurous whisky enthusiasts who haven’t tried alcohol-free drinks before.
They are male, aged between 40 and 65, married, have adult children, and may have grandchildren. They have an annual household income of over $175,000.
They have office jobs, but also enjoy outdoor activities, such as fishing and hiking and are keen woodworkers.
They enjoy drinking whisky and are willing to buy expensive bottles, but are unaware that alcohol-free whisky exists. They are likely to be reluctant to try it, considering alcohol-free drinks to be inferior.
They typically drink their whisky neat and they LOVE the nightly ritual of an after dinner drink when they are on holiday.
They don’t feel they drink to excess, but are becoming more aware of the associated health benefits of reducing their alcohol intake.
My Approach
I have created two 30 sec video scripts, each with their own particular tone and style to address the different market demographics. Each have their own drama and story and each sells a different way to drink the product.
The first one is shot in a comic tone and uses static, beautiful, traditional shots of Loch Harport, where the whisky is produced and where the men are on a golfing holiday. There are five main actors, the four golfing tourists in their 50s and 60’s and the bar man who is 30.
Today the four men rush around their activities from golfing to angling, but what they are really about is the craic at the end of the day, fuelled by a great glass of neat Scottish whisky. They are like children away from their parents.
The joke is that one of the men is always lagging behind, slow and bored, but he is the first to the bar. The barman is confident and playful, like a parent playing with his children, knowing that in the end the kids will love the whisky, the product is that good.
When the men hear that there is no alcoholic whisky they are utterly devastated. But when they try the new whisky they are delighted with the taste, and, get this, tomorrow will be a better day with no hangover. Happy days.
Each of the videos has a voice over at the end reading the headline and there is a button at the bottom left of the You Tube screen with BUY NOW which takes them to the Neoni Whisky sales page of their website.
Neoni Whisky - 2nd Script/Video
The Audience
The second demographic is aged between 25 and 35. They work in the creative industries and earn around $60,000/year.
They’re single, but dating and enjoying nights out with friends and meeting new people.
They’re conscious of environmental issues, are likely to be vegetarian or vegan, and do not drink alcohol.
They enjoy trying new drinks and are pleased to see a growing range of brands that cater to their tastes.
They will likely drink non-alcoholic cocktails that use Neoni Whisky as an ingredient rather than drinking it by itself.
My Approach
This second video is young in tone. It is set in Edinburgh on a weekend night and uses fast moving shots and hand held camera to give it an energetic dynamic.
A young mixed race couple, ANNA (30) and TOM (30) are late to meet their friends for a night out in a bar.
They cycle through the city and we get a sense of a hip and exciting city at night.
When they arrive, the rest of the friends have already started drinking cocktails but the couple don’t know that the cocktails are mocktails and they are worried as they don’t drink.
A female BARTENDER (23) finishes pouring two mocktails made with Neoni Whisky. A female FRIEND (30) tells Anna and Tom that they are alcohol free. Anna and Tom are relieved. Tom tastes the mocktail and loves it but Anna wants her’s straight over ice. The bartender is happy to change the order.
After tasting the whisky, Anna goes back to take the spare mocktail, before her friend gets it. This does not stop the friend from flirting with the bartender, who smile back at her, before she joins the rest of the group.
Anna gets the mocktail, but the friend gets the girl. Everyone is happy, with the high of getting drunk, without the pain.
Each of the videos has a voice over at the end reading the headline and there is a button at the bottom left of the You Tube screen with BUY NOW which takes them to the Neoni Whisky sales page of their website.
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